AVT Premium Tea helps create a beautiful bond

The ad film conceptualised by FCB Ulka Bangalore shows how the brand is passed on from one generation to the next and shows the evolving bond between a daughter-in-law and mom-in-law over a cup of tea

BestMediaInfo Bureau | Mumbai | January 2, 2017

Click on the Image to watch the TVC.

The AV Thomas Group is back with a new piece of communication for its flagship brand, AVT Premium Tea. The brand is popular in Kerala and Tamil Nadu and to further strengthen its position, FCB Ulka Bangalore has created this new commercial.

Speaking about the film, Debendra Prasad M, General Manager, Marketing, AVT Consumer Products, said, “AVT Premium tea has always stood for the strongest tea, consistently. The advertisement is part of our latest campaign that extends this proposition and takes it to the next level by talking of how this consistency of taste has meant that AVT Premium has been passed on from generation to generation. In this commercial, the brand helps create a bond between a mother and her new daughter-in-law, with the former handing over the tea to her daughter-in-law.”

The TVC captures the changing hues of the mother-in-law and daughter-in-law relationship, and dwells on how today the two generations are creating new bonds. The brand marks the blossoming of this bond between the two generations. The brand, via the mother-in-law, becomes a platform for the beginning of a new relationship and also signifies the passing on of the baton from one generation to the next.

Mahendra Bhagat

On the TVC, Mahendra Bhagat, National Creative Director, FCB Ulka, Bangalore, said, “AVT Premium Tea is known to consistently deliver a strong taste. We needed to build on this existing equity and take the brand to the next level. The best way to demonstrate how a taste has stood the test of time, is to show how generations have enjoyed it. And therein lies the core of our new film for the brand.”

Menaka Menon

Speaking about the commercial, Menaka Menon, Vice-President, FCB Ulka, Bangalore, said, “AVT Premium Tea is a long-standing favourite, known to consistently deliver a strong cup of tea time after time. Given the context of how relationships are evolving and changing in today's world, the brand had an opportunity to become a sort of relationship marker, while continuing to build on its proposition of delivering the strongest tea, consistently. In our communication, AVT Premium Tea becomes representative of the passing on of the mantle of responsibility from the mother to her daughter-in-law, and also signifies the beginning of a bond between the two generations.”

The film begins with the son trying to convince his mother to make a cup of tea for him, as he thinks that there is no substitute for her tea. While in the kitchen, the mother asks her daughter-in-law to make the tea instead. Seeing the daughter-in-law's apprehension at this request, the mother tells her the secret of her strong cuppa, handing over her family's favourite, AVT Premium Tea. The film ends on an endearing high note, as we see the three bonding over the perfect cup of tea, eventually made by the daughter-in-law.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/01/AVT-Premium-Tea.jpg

Credits:

Client: AVT Premium Tea

Agency: FCB Ulka (Bangalore)

National Creative Director: Mahendra Bhagat

Copy: Anamika Roy Choudhury and Rohini Bothra

Client Servicing: Swapna Pratap and Karishma Changroth

Films Team: Alpa Jobalia and Stanley Christian

Production House: Still Water Films

Director: Jerald Packiasamy

Producer: Preeti Machat

Info@BestMediaInfo.com

Info@BestMediaInfo.com