Conceptualised by Mullen Lintas, the new TVC brings alive the message that the imbalances in our body get to our mind too and inspires consumers to give their tea an ayurvedic upgrade
BestMediaInfo Bureau | Mumbai | December 13, 2016
Tata Global Beverages has introduced its brand new product Tata Tea Teaveda in a refreshing new ad campaign. After delivering memorable advertising campaigns like âChoti shuruaat, taste kaamyaabi ka and soch badloâ, Tata Global Beverages launched yet another TVC that brings to life the productâs USP, everyday practical Ayurveda, in a campaign conceptualised by Mullen Lintas.
The film brings alive the message that the imbalances we suffer in our body gets to our mind too. Much like the product itself, this ad explains the goodness of Ayurveda in a manner thatâs simple and relatable.
Rishi Chadha, Head, Tea Marketing, Tata Global Beverages, said, âAt Tata Global Beverages, we aim to create differentiated products with a value addition for our consumers whose taste and choices are ever-evolving. Tata Tea Teaveda, our latest offering, stands true to this commitment by combining the goodness of Ayurveda with tea without compromising on its taste. This new TVC explains the essence of Ayurveda, which is balancing of the three doshas in a light-hearted, humorous and relatable manner. With this TVC, we hope to inspire our consumers to give their tea an ayurvedic upgrade.â
Elaborating on the campaign, Shriram Iyer, National Creative Director, Mullen Lintas, said, âThereâs ample word about Ayurveda in our day-to-day conversations. However, given the question on how would it really change our lifestyle, most of us would struggle to find an answer. Teaveda arrived with the most sensible argument -- the imbalances we suffer in our body, gets to our mind too. This insight is brought to life in the quirky commercial as well. Tata Tea Teaveda is sure to find space in the lifestyle of all kinds of health enthusiasts.â
It opens at an ATM with an older man who appears cranky and frustrated as the machine is out of order. A young woman watches him for a while before telling the flustered man that the issue is not just with the ATM machine but also with his doshas-- Vata, Pitta and Kapha which have gone off balance resulting in his irritability. This highlights the need for Ayurveda that balances the three bodily elements or doshasâ Vatta, Kapha and Pitta for overall physical and mental well-being. The film ends with the man in a pleasant mood sipping great tasting tea with goodness of Ayurveda in it, thanks to Tata Tea Teaveda.
Creative Agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Santosh Ramakrishnan, Pradeep Kumar, Shyamraj
Account management:Â Kishore Subramanian, Pritish Wesley, Dwigvijay Devraj
Planning: Ekta Relan, Sushma Rao
Production House: Purple Vishnu Films
Director: Sainath Choudhury
Media Agency: Maxus