The Tea for Trump campaign, conceptualised by Fisheye Creative Solutions, set out on an epic mission to help US presidential candidate Donald Trump understand that it is never too late to cleanse oneself
BestMediaInfo Bureau | Mumbai | July 18, 2016
Green tea helps you cleanse your body and mind. It purifies and flushes out toxins from one’s system. Te-A-Me, an Indian tea company, took an unusual and a rather hilarious route to highlight green tea’s cleansing properties and drive the point in a unique initiative. Te-A-Me delivered four years’ supply of green tea to US presidential candidate Donald Trump. The special delivery went from Te-A-Me Teas in Kolkata all the way to Trump Tower in New York.
Conceptualised by Bangalore-based agency Fisheye Creative Solutions, the Tea for Trump campaign saw saree-clad Indian women roll the giant package through 5th Avenue accompanied by a simple message-- it’s never too late to cleanse yourself.
Keeping in tune with the tongue-in-cheek theme of the campaign, Sumit Shah, Managing Director, Te-A-Me Teas said, “Te-A-Me understands the positive power of green tea. We believe that green tea with all its goodness can help Trump. We prescribe at least three cups a day for Trump. If he needs more, we’ll be happy to provide.”
Speaking about the inspiration behind the campaign Orko Basu, Creative Director, Fisheye Creative Solutions said, “Te-A-Me has many different teas for different needs. If you go through their range they have got some 20 different flavours. So what we had to do was to communicate that we have different teas for different needs and we thought we will take one of them which was green tea and its ability to purify and who better to use it than somebody like Donald Trump. He is probably the person who needs it the most and we decided to do it and it is as simple as that.”
Commenting on the challenges faced in realising the campaign Basu said, “It was extremely challenging because it was a multi-city international effort. We had people helping out from Canada and India, we also had an entire crew in the US. In the run-up to the delivery, Donald Trumps’s security was at a fantastic level because there had been an assassination attempt weeks ago. We had to face the secret service and extremely heightened alert zone but I think we managed to pull it off.”
Basu feels it is a topic that will interest a lot of people and although their primary audience is in India, the message that the brand is sending across is relevant for everybody. It is also the reason that they chose Donald Trump for the campaign instead of an Indian politician. Basu feels globally more people are talking about Trump.
“Going forward we would like to do more Te-A-Me interventions using different flavours for different people. So this is not a one-off, we want to keep on doing interventions for Te-A-Me,” Basu added.
Credits:Credits: Client: Te-a-me Teas Agency: Fisheye Creative Solutions, Bangalore Strategy Head: Dave Banerjee Creative Head: Orko Basu Creative Team: Praveen Balachandran, Eldho George Digital Team: Mohith Varkey Account Management: Vinoo Krishnan, Akshay Badrinathan Director: Littil Swayamp Producer: Fisheye Creative Solutions, Bangalore Line Producer: Doug LeClaire Editor: Rajarshi Basu Sound Engineer: Varun Taneja Voices: Ninad Kamat, Shibani Rao Digital Consulting Company: ARM Digital Media Pvt. Ltd Digital Strategy: Honey Singh, Ritesh Singh Digital PR: Ritika Sidhwani, Happy Anand Media: Manas Gulati, Rahul Tiwari Content Marketing & ORM: Ravish Sundriyal