Society Tea is a 25 year old regional Indian brand with a big market share (over 40%) in its region and a loyal customer base. It now aspires to have a national appeal as it grows beyond its core region. The brand wanted to achieve this with a new brand campaign. Serendipitously, the idea was sitting plum in the brand name itself. Flip Society Tea and it becomes Tea Society. And India is a Tea Society. Every region in India is passionate about their tea and has its own nuances in the context of how tea features in everyday life. This flip of the brand name gives the brand a slingshot moment in terms of owning the category codes itself.
Since the idea was about capturing the nuances of tea, we wanted the execution to be like a photo essay. The lens was ‘Everyday Surrealism’.
Advertising Agency: Black Swan Life, Mumbai, India
Art Director: Naisho Abraham
Copywriter: Sukumar Menon
Photographers: Rakesh Haridas, Palani Mohan
Brand Strategist: Rasika Banerjee
Account Manager: Prathyush Menon
Marketing Head: Karan Shah / Amar Tea