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Tang poses a taste challenge for that perfect drink

The campaign conceptualised by Bates CHI & Partners shows children in a role reversal, calling the shots by declaring Tang as the perfect drink with Vitamin A, B, C and iron

Click on the Image to watch the TVC.

Who doesn’t like a perfect glass of juice? Well, everybody. But the work that goes into making that perfect glass of juice is another story. Tang knows the pain and so has come up with the ‘Litro pack’ that will help you make the perfect tasting Tang.

The new campaign, conceptualised by Bates CHI & Partners, introduces the ‘Litro pack’ through a ‘taste test’. The TVC opens with a family playing a game of the ‘Tang Taste Challenge’ that showcases each member of the family rising up to the challenge by preparing what they think is the perfect glass of Tang. They are to be judged by the youngest members of the family, the children. After tasting each glass, the little boy of the house declares his mother the winner of the challenge. The mother then reveals her secret behind the perfect taste, which is the all new Litro pack that offers the ease and convenience of preparing a perfect glass of Tang.

“Since its launch in India in 2011, Tang has proved successful through its differentiated positioning as an affordable and yet a premium brand. Tang has always attempted to give a refreshing, convenient and nutritious experience to mothers by providing them an opportunity to make a quick, refreshing drink with essential vitamins A, B and C; and iron for their children by just adding water,” said Amit Shah, Associate Director, Marketing (Gum, Candy & Beverages), Mondelez India.

Commenting on the campaign and the idea behind it, Anup Chitnis, Director, Bates CHI & Partners, said, “By reversing the roles inside a home in an interesting way that put the kids in charge, we have attempted to tell the story of Tang's unique and delightful fruity taste.”

The TVC:


Client: Mondelez India

Brand: Tang

Agency: Bates CHI & Partners

Creative Team: Rigved Sarkar, Mehul Patil

Account Management: Asheesh Malhotra, Sheeba Inamdar, Akshaya Gangan

Production House: Rising Sun Films

Director (film): Anup Chitnis

Producer: Supriya Makwana

Director of Photography: Laxman Utekar

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