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Tang Mango TVC shows its ‘surprising thickness’

Bates has created a 20-second TVC for the new Tang flavour with the message ‘Isse jaldi se kha jaao

Ananya Saha | Delhi | March 12, 2012

Tang, introduced last year in India through Cadbury India owned by Kraft Foods, has launched its new flavour – Tang Mango. The launch will be supported by a TVC created by Bates. The campaign is based on the theme ‘Surprising Thickness’ with the tagline ‘Isse jaldi se kha jaao.

Narayan Sundararaman, Director, Powdered Beverages, Gum & Candy, Kraft Foods, said, “We are extremely happy to announce the launch of Tang Mango, the first product in the Indian powdered beverage category in a unique thick format. Our consumer research showed that consumers prefer mango drinks that are thick and pulpy and gives them the mango flavour and experience. Tang Mango has been developed in line with consumer expectations of consuming a thick and juicy mango-flavoured beverage.”

The TVC opens in a garden where kids are playing. The mother of one of the kids comes in with a stopwatch and places a pack of Tang Mango on the table. She then places some glasses on the table, pours Tang Mango in them and puts straws in the glasses and smiles. The kids are confident that they can win and give each other hi-fives. The mother turns on the stopwatch and says ‘go’. The kids are taken aback when they find it difficult to sip the thick Tang Mango with their thin straws. They all chuck their straws and start drinking straight from the glass. The TVC ends with the voiceover saying, “Naya Tang Mango...Isse jaldi se kha jaao.”

Juhi Chaturvedi, Senior Creative Director, Bates Asia, commented, “We had to highlight the thickness of the new product from Tang. In the 20 seconds, all the goodness of the product has been aptly highlighted.”

The ad, currently on-air in southern markets, will debut nationally on March 15. The ad in the southern market is airing in the local language, according to Chaturvedi. Apart from the 20-second TVC, the launch will also focus on outdoor advertising. Tang Mango is also engaging consumers through product sampling and has tied up with women’s magazines such as Grihashobha.



Brand: Tang

Agency: Bates

National Creative Director: Sagar Mahabaleshwarkar

Senior Creative Director: Juhi Chaturvedi

Creative Group Head Art: Trishna Prakash

Creative Group Head - Copy: Hemant Sharma

Production house: Pumpkin Media

Director: Deepu Menon

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