Tata Tea Gold follows up on its Durga Puja initiative, to unveil a West Bengal exclusive campaign in its current endeavour to connect at a local level. The campaign is intended at celebrating the ‘Bengali way of life’.
When the matter is about love for food, the people of West Bengal mostly take great pride in their difficult selection approach and an eye for the details. The new Tata Tea Gold campaign for West Bengal aims at celebrating this uniquely Bengali cultural code, “khutkhute-ness” which is obvious in everyday circumstances.
The digital film, conceptualized by Mullen Lintas and made by experienced Bengali filmmaker, Shoojit Sircar, opens the film in a Kolkata street food shop where a young office going girl, who has just taken the first bite of Jhalmuri, halt in between and asks the vendor to give crispier ones. More such illustrations follow, whether it is for measuring the exacting thickness in a perfect plate of Kosha mangsho or the flawless softness and warmth of a Roshogolla or the right firmness in a fish, all showcasing the Bengalis’ liking for perfection in every little thing about their food. It repeats that Bengalis will never settle for anything less than perfect.
The film then focuses on a woman asking for the aromatic tea leaves. While appraising some tea in her hand, she seems to be dissatisfied. She then asks for tea that would give the taste buds a savoring flavour. The storekeeper gives her the shiny gold pack of TATA Tea Gold, promising her of a flavourful tea.
Garima Khandelwal, the Chief Creative Officer of Mullen Lintas advertisements stated that the journey of this commercial was about landing on an insight that holds completely unmistakably true for the region, just how many brands of Tata Tea portfolio are doing with region-specific insights that induce extreme relatability and makes the tea one’s own. That Bengalis are choosy about their food and the ability to design it such that the humour of that lands for everyone to be able to see themselves and people they know reflected in the advertisement and be able to laugh about the same, keeping tea buying essential to the behaviour and to the resolution that follows. While sarcasm has long been the brand tone, this was the first time they attempted it, in this funny avatar.
