TATA TEA Chakra Gold launches Women’s day campaign in Tamil Nadu

TATA TEA encourages men to make a ‘symbolic start’ towards changing regressive traditions holding back Women

by exchange4media Staff
Published - Mar 8, 2019 1:08 PM Updated: Mar 8, 2019 1:08 PM
Tata Tea

TATA TEA Chakra Gold unveils a new campaign for their audience in Tamil Nadu in a bid to encourage society to move past regressive traditions holding back women. The campaign runs through TVC vignettes which takes a simple example of how even making the morning cup of tea for the family is traditionally assumed to be a woman’s responsibility. The male protagonist in the film calls for positive changes to such regressive thinking and encourages men to make a small start this women’s day by making a cup of tea for the women in their family as a symbolic gesture for the larger change required.

The simple yet powerful narrative rests on the insight that sometimes a ‘small step’ can go a long way in moving the needle when it comes to women empowerment and building a more inclusive society.

The TVC ends with a poignant message while the husband pours tea into the cups. He says, “Sometimes to move forward, one needs to take just a small step”. Resonating with the empowerment and encouragement needed for women in our society, this strong message is delivered by the male of the house. There are different renditions of the above storyline on Star Vijay and Sun TV.

Taking a progressive stand in the region of Tamil Nadu, Puneet Das, Marketing Head, Tata Global Beverages says, “Tata Tea Chakra Gold’s new Women’s Day campaign is about celebrating the women of our society by keeping aside some ‘roles’ traditionally defined for them and encouraging the men to take steps towards ensuring equality. The beginning to any great & meaningful change begins at home and hence our campaign tries to identify small but significant steps in which we can usher in changes we want to see in our society to challenge the stereotypical roles associated with women. Our campaign celebrates strong women and a cup of tea that is just as strong.”

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