Girnar, the heritage tea brand, was no longer top-of-mind among tea drinkers. For, it had long been silent on the marketing and communication front, relying solely on its distribution.
Clearly, the need of the hour was to re-energise the brand by owning a distinct positioning within the tea category. One that would resonate with people across age groups and markets.
The challenge was to stand out amidst the clutter of messages like social awakening, fostering relationships and the morning space. All of which somehow neglected the 'tea break' aspect, which is at the core of tea being a refresher.
In times when people literally live for others - shouldering responsibilities, meeting deadlines, and fulfiling expectations - tea time is perhaps the only few minutes they get for themselves.
Hence was born a simple modern-day consumer insight that gave power back to the people.
And yet, kept 'chai' and the brand at the very center of the communication.
Essentially, we sold time, not just tea.
The campaign logo unit
Employee's #OneTightSlurp
Bahu's #OneTightSlurp
Sister's #OneTightSlurp
Headlines Today, the English news channel, covered the outdoor campaign in light of prime minister candidate
Narendra Modi's 'Chai pe Charcha' initiative.
Narendra Modi's 'Chai pe Charcha' initiative.
On the set, Employee's #OneTightSlurp
Fun behind the scenes (Still shoot)
Fun behind the scenes (Still shoot)
Additional Credits:
Still Photographer: Amol Jadhav
Still Stylist & Assistant : Reena Shah
Art Supervisor: Rohan More
Production House: Remarquer
Director: Nikhil Chalam
Producer: Arya Menon
Exec. Producer: Varun Malhotra
DOP: Rubais
Music Director: Sameer Uddin
Casting Director: Abhimanyu Ray
Offline Editor: Anant Singh
Colourist: Navin Shetty
Production Designer: Indraneil Chowdhary
Production Manager: Tanumoy Bose
1st AD/DA: Abhay Raha
2nd AD/Post Supervisor: Mayukh Ghosh
Post Production Studio: Teamwork
Online Editor: Prosenjit Mitra
Sound Studio: Riversound
Sound Engineer: Kenneth Basumatari
Director: Nikhil Chalam
Producer: Arya Menon
Exec. Producer: Varun Malhotra
DOP: Rubais
Music Director: Sameer Uddin
Casting Director: Abhimanyu Ray
Offline Editor: Anant Singh
Colourist: Navin Shetty
Production Designer: Indraneil Chowdhary
Production Manager: Tanumoy Bose
1st AD/DA: Abhay Raha
2nd AD/Post Supervisor: Mayukh Ghosh
Post Production Studio: Teamwork
Online Editor: Prosenjit Mitra
Sound Studio: Riversound
Sound Engineer: Kenneth Basumatari
In association with: Jaya Advertising
