BuzzInContent Awards 2020 - December 9, 2020 SHORTLIST

Best Media Info

Editor’s Picks
BuzzInContent Awards

Tang TVC plays smartly on mother-child relationships

Conceptualised by Bates CHI, the TVC is based on the insight that today’s kids want a ‘say’ in the decisions taken for them

BestMediaInfo Bureau | Delhi | April 1, 2013

Cadbury India, a part of Mondel?z International, has launched the all-new fruitier and fun-filled Tang with a television commercial that is based on the insight that the mother-child relationship has evolved over time and that today kids want a say in the decisions taken for them. The TVC, conceptualised by Bates CHI, smartly revolves around the theme of ‘negotiation’, the give and take and the well-meaning tussle that defines the changed dynamics of modern day parenting.

The film opens with a group of children gathered in a park to protest against ‘Mummygiri’. The kids demand more time for play. They hold up banners and shout the slogan “Mummygiri nahi chalegi!” Not to be outdone, the mothers come back with a counter offer: if you want more play time, you have to put in more study time! And so the deal is struck. But the kids come back with one final request: give us the fruitier new Tang every day. The all new fruitier Tang has ‘added fruit powder’ and also provides enhanced vitamin nutrition, so moms have no problem with this. It is clearly a win-win for all concerned.

Narayan Sundararaman, Category Director - Beverages, Candy & Gum, and Director - Consumer Insights & Strategy at Mondelez International, said, “Tang has been a great success story for us ever since its launch in India and kids love the taste of Tang. Their favourite drink, which is available in three flavours – Orange, Lemon and Mango – has now been made even more delicious with added fruit powder and vitamin goodness. The TVC captures a very powerful slice of life moment in the mother-child relationship and presents a new parenting insight. It hits the mark and communicates the brand message in the most engaging and interesting way. This TVC will kick off the season and we believe that consumers will see an instant connect with the real life situation played out in the campaign.”

He further said, “This launch is supported with heavy marketing investments including advertising, on-ground engagement, differentiated POB execution and PR.”

Gajaraj Rao, Ad Director, Code Red Films, who made the ad film, said, “The new Tang TVC is created to reflect the attitudes of the kids of today who believe they have rights just as grown-ups do, even if the world is not ready to see it that way. Mothers believe they need to set appropriate boundaries and hence are continually balancing the ‘yes’ and the ‘no’. The new Tang TVC has been developed based on the theme of negotiation and plays on this tug of war between mother and child in a fun way.”

Sagar Mahabaleshwarkar, Chief Creative Officer, Bates CHI, said, “Being a father of a 10-year-old daughter, this situation replays itself almost every day at home. Kids find new ways to negotiate with their parents. Mothers too give in to the demands as long as the demand is just. This has interestingly been used in our new Tang communication. I sincerely hope moms and kids will enjoy this communication.”

The TVC:


Post a Comment