Society Tea, a well-known tea brand in Maharashtra, has launched its latest campaign titled “Taazgi Bhari Pyaali Society Waali.” The campaign aims to highlight the brand’s promise of freshness and its rich tea legacy. With a focus on print, outdoor, retail, television, and online platforms, Society Tea aims to reinforce its position as a trusted and consistent tea brand.
Society Tea has been able to withstand the test of time due to its consistent taste, which has been vouched for by generations within the same family across Maharashtra. The brand attributes this promise of freshness to its tea legacy, which comes from a family steeped in the art of tea-making. Society Tea proudly claims to be “By the tea people. Of the tea people. For the tea people”.
To amplify the freshness story, Society Tea’s campaign takes viewers back to the source of freshness – the tea gardens. The campaign film, conceptualised by Blackswanlife and produced by Twism Productions, creates a mood with misty mountains, tea pickers, earthy tones, and ambient textures. The film features a gentle reveal of the Society Tea pack, emphasising the freshness of the tea as if it were plucked right from the tea garden.
Karan Shah, the director at Society Tea, expressed that their aim was to communicate the unparalleled freshness of Society Tea, evoking the sensation of just-picked tea from the garden—brimming with freshness or ‘Taazgi.’ They aimed to harness the universally recognized image of tea pickers in tea gardens, substituting the traditional tea basket with the distinctive Society Tea pack.
The Impact of the Campaign
Society Tea’s “Taazgi Bhari Pyaali Society Waali” campaign aims to resonate with consumers who value freshness and authenticity in their tea. By highlighting the brand’s legacy and commitment to consistent taste, Society Tea aims to strengthen its position as the preferred tea brand in Maharashtra. The campaign’s multi-channel approach ensures maximum reach and engagement with its target audience.
RTM Watch’s Take
Society Tea’s “Taazgi Bhari Pyaali Society Waali” campaign showcases the brand’s dedication to delivering freshness and maintaining its tea legacy. By leveraging the imagery of tea gardens and revealing the connection between the tea picker and the Society Tea pack, the campaign effectively communicates the brand’s promise of freshness. Society Tea’s focus on consistency and its deep-rooted tea heritage sets it apart in the competitive tea market. This campaign is likely to resonate with consumers who value tradition and quality in their tea choices.
