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Society Tea celebrates India's love for chai

30-December-2017
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Society Tea celebrates India's love for chai

India has always been a nation of tea lovers. Being innately Indian is synonymous with starting the day with a steaming cup of chai—be it a time held, homemade recipe, or that of the ever-dependent tapri chaiwallah around the bend near the office building, tea is a constant in our lives.
In keeping with this, Society Tea has launched its latest brand campaign, The Tea Society Called India. Society Tea’s latest brand campaign celebrates this unifying and proudly home-grown tea drinking culture across the length and breadth of our country. The Tea Society Called India campaign aptly depicts the brand thought when one interchangeably cites ‘Society Tea’, it reads ‘Tea Society’- the ultimate societal truth that defines India and Indian-ness.

Commenting on launch of the campaign, Karan Shah, Director, Society Tea, said, “The idea of this passionate campaign- The Tea Society Called India, emerged serendipitously from the brand name itself, Society Tea. The intent with this campaign is to celebrate the tea drinking culture across the length and breadth of India. Society Tea has always strived to maintain a consistent quality with infallible taste. Our travels whilst executing this campaign across several regions in India is testimony to our passion for quality. The campaign is a perfect amalgamation of people who are unique and diverse as it perfectly captures our brand footprint across incredible India.”

To essay a wonderful human interest brand story campaign idea, the right set of photographers and filmmakers were arduously handpicked for lyrical, ‘documentary’ style of photography and film.

The Tea Society Called India campaign features photography mavens- Palani Mohan, a Hong Kong based award-winning photographer with a wealth of experience and Rakesh Haridas, whose Instagram feed showcases a truly unique style of photography. These mavens covered the length and breadth of India, right from Kanyakumari to Kashmir and Meghalaya to Mumbai. Between endless cups of tea, all-nighters and travel secrets, this human interest campaign was spearheaded by Sachin Pillai, a young and dynamic director from the film production company, Epitome.

To promote this campaign, Society Tea has rolled out a visually appealing and extremely engaging on air campaign film. The campaign will further create a new benchmark in reaching, capturing and engaging audiences across the country with its innovative photo essay outdoor media campaign, on-ground associations, live micro site featuring the amazing body of work among others.

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OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

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