As part of its Onam campaign, Kerala’s tea brand Tata Tea Kanan Devan has launched a new TVC highlighting how Keralites celebrate the festival, despite current limitations.
The ongoing feeling is that the pandemic has subdued the excitement and enthusiasm around many major festivals. Rising Covid cases, social isolation and travel restrictions means that the cheerful spirit may be dampened in many households.
However, a well-known belief is that Malayalees take pride in their festivals and the celebrations that accompany them. The challenges posed by the pandemic have not dampened the spirit of Keralites who are celebrating Onam in their special way, all while taking the necessary precautions.
The new Kanan Devan campaign is based on this central insight and affirms Keralites’ spirit in celebrating the festival spirit even in these times, weaving in the strong emotional connect.
Focusing on this endearing aspect, the new TVC portrays how Onam celebrations, while being held very differently now, are still reflective of the true spirit of Malayalees. It features famous elements from the festival like Pookalams, Sadhyas & Onam Markets, and how even in current circumstances, one can still look at the enjoying the occasion. For instance, if obtaining fresh produce from the local market this Onam is not possible, one can still use the harvest from their own backyard as an alternative. Likewise, since inviting relatives for Sadhya is a real challenge, one can still cherish the same meal at home with great aplomb. More such examples follow, all capturing how malayalees still continue to celebrate in their own special manners. This spirit is what makes Malayalees unique and Kanan Devan, the unique taste loved by Kerala celebrates the very same spirit.
The film is created by director V K Prakash, one of Kerala’s most celebrated actor, who takes over as the narrator in the film. The campaign was conceived by Mullen Lintas aimed at further strengthening the brand's connect with consumers in Kerala.
Talking about the new campaign, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, said, “This year, Onam is again taking place amidst the ongoing pandemic. While this brings its own restrictions, this has not diminished the celebratory spirit for the festival in the least. Being an intrinsic part of Kerala households for decades as one of the state’s most loved tea brands, Kanan Devan is thrilled to launch the new TVC showcasing the Onam spirit in these times. This is our effort to celebrate the same spirit that renders Malayalis unique and Kanan Devan, the taste that Kerala loves. The campaign is in line with our goal to deepen the emotional connect the brand has always enjoyed in the state.”
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