Tea is meant for cleansing you from within. It’s all about a ‘healthy lifestyle’. At least that’s the message Tetley Green Tea wants to put across to the most discerning tea drinkers. Tetley Green from the stable of Tata Global Beverages, the $1.4 billion world’s second largest tea company, has now come up with a new campaign to communicate this message to its customers. And to do this, the company has roped in Bollywood diva Deepika Padukone as its brand ambassador.
The 35-second television commercial (TVC) seeks to bring alive the positioning of Tetley Green Tea as beverage which cleanses you from within leaving you feeling refreshed and active. This is made possible with a cup of Tetley Green tea, which has five times more antioxidants than an apple. In a compellingly manner, the commercial depicts everyday situations that, despite our intent, don’t allow us to resist indulgences every now and then. While you can’t always control what you eat, a cup of Tetley Green Tea a day will help to cleanse and feel active. While Mullen Lintas was engaged as the creative agency, Film Elements LLP was engaged as the production house and Shakun Batra as the director.
“At Tata Global Beverages, we focus on ‘good for you beverages’ with the aim of creating magical beverage moments for our consumers across India and the world. Tetley, today, is one of India’s most premium brands of tea. It is available in different variants and hence, caters to a wide variety of people with different tastes. We pioneered the green tea wave in India and fully understand its reported health benefits. The new campaign is an effort to reiterate the credibility of those benefits,” said Sushant Dash, regional head – India & Middle East, Tata Global Beverages.
Interestingly, the company focuses on ‘good for you’ beverages and has a stable of innovative regional and global beverage brands, including: Tata Tea, Tetley, Himalayan Natural Mineral Water, Tata Water Plus and Tata Gluco+, Good Earth tea, Grand Coffee and Eight O’clock coffee.
This time round with the new campaign, the company clearly wanted to focus on how the product impacts consumer’s daily life. The new TVC begins with Deepika Padukone being ready to grab her healthy breakfast when at the same time her grandmother offers her some generously buttered up aloo parathas. Who can say no to their grandmother, right? Next, during her fitness regime, we see even Deepika giving in to temptations, something which we are all familiar with. Saying no to your favourite food is difficult, especially when it’s offered by your loved ones. At times, breaking a regime seems easier than breaking a heart. While such situations can spring up unexpectedly, the new Tetley Green Tea campaign has a strong message that, at the end, feeling cleansed and active is a cup of green tea away!
Puneet Das, marketing head – India (Tata Global Beverages) explained, “Tetley Green Tea is made to combat one of the biggest challenges of our daily lifestyle –indulgences that are tough to avoid. Our new TVC, with the extremely talented and fit, Deepika Padukone, tells that story which most of us will relate to. A samosa here and a cookie there, a cake at an office birthday party, we are surrounded by many indulging food choices or situations which may be hard to resist, but you can detox with Tetley Green Tea.”
Shriram Iyer, national creative director, Mullen Lintas on his parts, said, “Just when we decide to eat right, act fit, the entire world seems to conspire to throw you off the attempt. This is the insight we leveraged in our latest campaign for Tetley Green Tea. The fact that it also happens in the life of the fittest celebrity around just makes it all the more enjoyable.”