The theme of the campaign says it all - Rediscover tea. Rediscover the health beverage in all its myriad avatars - iced tea, lemon tea, tea punches, exotic mocktails, etc.
The idea behind the initiative is to facilitate generic promotion of tea targeted at the youth, who are increasingly displaying their preference for alternative beverages such as coffee and colas.
The initiator of the campaign is none other than the Tea Board, which is hopeful that a new trend of tea mocktails will emerge sooner rather than later as the "new entertainment quotient of the new generation".
Come October-end and the Tea Board will kick-off this new campaign in Kolkata and if everything goes well the campaign will be taken up in other metros and cities too.
Ogilvy & Mather has already been appointed the agency for the campaign and is already at work designing a communication package. Tea Board has decided to set up tea kiosk in the front the so-called `happening places' of the city. Some of these points have already being identified.
The Tea Board would be providing the fabricated kiosk but its maintenance and manning would be the responsibility of the tea companies. In return corporate house would have to pay a participation fee of Rs 15000.
"Over the years, we have noticed that the younger generation is getting accustomed to the habit of tea drinking. Instead they are more comfortable with colas and coffee. The current move is an effort to lure them back to tea," industry sources said.
A pre-campaign survey has been conducted by AC Nielsen ORG-MARG, which has also been chosen to conduct a post-campaign survey.
"The campaign would aim at creating a desire to try tea among the youth, through an image change. It would predominantly be an on ground activity with a mix of outdoor activity, which would include road shows and disco nites among others", sources said.
The Tea Board has already circulated the proposal to the companies and is currently waiting for the response. "In case the response is overwhelming we will allot the kiosks on first come first served basis," Tea Board's proposal stated.