Percept/H’s fresh take for Good Morning Intl Tea

The new TVC for Good Morning International Tea breaks away from usual images of tea commercials. Percept/H has let the positioning flows from the name

by exchange4media Staff
Published - Feb 8, 2012 8:09 AM Updated: Feb 8, 2012 8:09 AM
Percept/H’s fresh take for Good Morning Intl Tea

The new TVC for Good Morning International Tea breaks away from the usual images of tea commercials showing happy families with hundreds of cups of tea being served, and tea pickers plodding away in the tea gardens with their large picking baskets on their backs.

Good Morning International Tea sells at a premium to Wagh Bakri, the flagship brand in the Wagh Bakri Group.

Percept/H, seeing the potential in the brand name, has followed the path of modern brands where the positioning flows straight from the name, for example, Close-Up, Head & Shoulders, etc.

The new TVC depicts a lovely morning scene of a couple making their morning cuppa in smooth, synchronised dance movements. The metaphor of a good morning is matched when the couple takes their first sip, opening their eyes to a nice, sunny morning. The production values lift the communication. The music is a mix of Tango and Salsa.

Ryan Menezes, CCO, Percept/H, said, “Everybody wants to wake up to a good morning. Which is why the couple in the film wake up only when they sip the tea. Good Morning International Tea is not an ordinary tea, it is made with a lot of passion, and we wanted to portray that same passion in the tea making ritual shown in the film.”

Prabhakar Mundkur, CEO, Percept/H, who has handled the tea category globally for more than eight years, added here, “It is one of the best tea commercials I have been associated with. I am very proud.”

Commenting on the commercial, Parag Desai, Executive Director – Sales and Marketing, Wagh Bakri Tea Group, admitted that he was enamoured with the idea even when the script was shown to him. He added, “I felt that this would be a perfect showcase for Good Morning International Tea, one of our most premium blends.”

The film has been made by Bang Bang Films, produced by Natasha Malhotra and directed by Siddarth Sikand.

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