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Tang show how moms can outsmart their kids

The TVC, conceptualised by Bates CHI, is based on the insight that children always love to do exactly the opposite of what they are told

BestMediaInfo Bureau | Delhi | March 27, 2014

Tang-TVC Click on the image to watch the TVC.

Cadbury India, a part of Mondel?z International, has launched a new television campaign to introduce Tang’s new one-litre pack. Targeted at mothers, the TVC highlights the fun and convenience of the new pack. It also showcases how mothers can motivate their children to make their own bottle of Tang in a few simple and easy steps.

Developed by Bates CHI & Partners, the TVC is based on the insight that children always love to do exactly the opposite of what they are told. Shot in a fun way, the mother gets the kids to make their own bottle of Tang by telling them what not to do. Through the narrative, it shows how Tang now makes it easier for mothers and kids to quickly make their favourite refreshing drink and store it in the one-litre bottle for ready consumption.

Amit Shah, Associate VP, Powdered Beverages, Gum & Candy, Cadbury India, said, “It’s going to be an exciting summer for Tang with the introduction of the new one-litre pack. Our new campaign communicates and highlights the convenience of this new pack through slice of life moments between a mother and child. We hope to trigger a behaviour change of making Tang in a bottle as it offers ease and simplicity without compromising on the taste.”

The launch of this TVC will be supported by a 360° campaign, including outdoor activations, sampling, radio and print campaign in urban and semi-urban cities across India.

Sagar Mahabaleshwarkar Sagar Mahabaleshwarkar

Sagar Mahabaleshwarkar, Creative Head, Bates CHI & Partners, said, “The task for the TVC is to launch the new easy-to-make smaller SKU of Tang that can be made directly in a one-litre bottle and also to demonstrate the procedure in a fun, engaging manner.”

Mahabaleshwarkar further said, “So what was the creative trigger? Now it’s so easy to make Tang, that even kids can do it themselves. But will they? Yes, of course, when they are asked not to. We used the reverse psychology where the mother plays along and get the kids to make their own bottle of yummy Tang.”

Available in delicious Orange, Lemon and Mango flavours, Tang’s one-litre (125 g) pack is available at an affordable price of Rs 30 per pack. Tang is also available in 750 g, 500 g and 19 g pack sizes. To drive the behaviour change of making Tang in a bottle, a consumer promotion has been launched – with the purchase of three packs of the new Tang one-litre bottle pack, consumers get a Tang bottle free.

The TVC:



Creative Agency: Bates CHI & Partners, Mumbai

National Creative Director: Sagar Mahabaleshwarkar

Creative Director: Sneh Nihalani

Associate Creative Director: Virendra Shinde

Senior Art Director: Gauri Sohoni

Account Management: Sachin Ramchandani, Rohan Dang.

Production House: Code Red

Director: Gajraj Rao


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