Tea Board has launched a new advertising campaign with a view to keeping tea drinking relevant to the new generation consumers. While their parents are committed tea drinkers, the youth of today have an array of options, what with the whole new coffee bar experience, the highly advertised colas and aerated beverages, and of course juices, which are also emerging as a significant player in this space.
The Tea Board initiative has reportedly been prompted by the recent surge in domestic consumption of tea, which in 2005 has crossed the 700 million kg mark. A substantial budget of Rs 3-4 crore has been set aside for this campaign, which has been entrusted to O&M.
Said Sumanto Chattopadhyay, Group Creative Director, O&M, “Today, a drink as universal as tea can’t afford to be arrogant, but has to market itself particularly among the post-globalisation generation. Given that the earlier generation in any case is drinking tea, we have sought to position it as the real drink for the real people.”
‘The campaign with the catch line of ‘Chai piyo, mast jio’ essentially shows through slice of life situations that there are two kinds of people, the tea drinkers and non-drinkers,” explained Chattopapadhyay.
The series of three 30- second TVCs, of which two are already on air, has been directed Rajesh Krishnan and produced by Footcandles.
Apart from mass media, a series of on ground events are being planned in the metros and mini-metros, centred around college canteens, to plug in to the core target segment – the youth. In the words of Basudeb Banerjee, Chairman, Tea Board of India, “The idea is to establish tea as a cool, hep and yuppie drink.”
This domestic campaign apart, the Tea Board has also roped in Lowe to develop a global campaign to promote Indian tea in key international markets like Germany, France, the UK and the US, which is expected to run in the coming fiscal year.