AVT Gold Cup, the premier dust tea offering from the AVT Group came up for pitch in late 2019. The multi-agency pitch which involved several national agencies ended with the coveted account going to Maitri's Kochi office.
"It was time to consolidate our market and improve the brand image of Gold Cup. We called in quite a few agencies but we gave the account to Maitri because their creative and our strategy were perfectly aligned." - Ravi Shanker CEO, AVT
"When we were preparing for the pitch, our research showed that the brand's tagline had high recall. That's why we chose to stick with it and explored a fresh creative take to embed it even more strongly in the buyer's mind. We decided to take viewers behind the scenes and let them feel a real connection to the artists, even while working the tagline hard."- Francis Thomas, Associate Creative Director, Maitri Advertising Works.
"We made the decision to shoot the film in all four south Indian languages instead of dubbing it as is normal practice - we wanted audiences to really watch the film and feel that the stars were speaking directly to them, in their own language." - Raju Menon, Director, Maitri
To revitalise the brand across its core south markets, Maitri and celebrity management firm Brand Box Office brought in not one but two well-known faces in all four markets - R. Madhavan and Samantha Prabhu. The TVC was directed by Rajiv Menon, with a crew of stalwarts - V. Manikandan handling cinematography and Ratheesh Poduval on Art. The stills for the campaign were shot by trailblazing Bangalore-based photographer Nithin Narayan.
The campaign broke on Pongal in Tamil Nadu and print, outdoor, radio and social media will be following the TVC blitz.
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