Tea Board of India 'Chai Piyo Mast Jiyo' commercial

Dear Friends,

Tea Board of India, with one of the most sprawling Offices in Kolkatta, does not even provide promotional posters to visitors, even if they want to pay for them. All the promotional posters and material is instead distributed to known friends and influential people, regardless of their love for the most romantic beverage of all, TEA.

There is more than fashion ( or Old Fashion, as some might say ), more than pretention, more than money, more than pretention and more than commerce to this eternal drink of all time. The romance, the emotion, the sense of elation one feels after drinking a cup of Tea comes not from any of its flamboyance, but from its sheer humbleness.

To understand this one needs to observe a plantation worker, carrying on with her plucking activity in a heavy downpour, carrying her infant child in a sling and at the same time hanging a basket from her head. From morning to evening, AND, IT IS NOT MONOTONOUS. They make the first organised group of women workers India. These women today are the most exploited lot, as the men find it fashionable to run hooch shops, pan and bidi parlours, pimping and to become trade union leaders, while fleecing the women and the plantation for Ration, Medical Benefits, Housing and Infrastructure. Can you imagine one woman supporting 12 'dependants' members including 3 husbands? Tea Board has no policy on limiting Dependants.

Then you need to observe the Tea Planter at work, chasing Cows from his estate, as they bring in mites with them which multiply on the Tea Bush and leads to use of expensive and often environmently damaging pesticides, while reducing the yeild and thus reducing the earnings of not only the Plantation Owners but the Estate workers too. On the scne comes the non working 'dependant', with a khukhri and stabs the Planter, as he needs to live off the money made by selling the Milk from this Cow - to drink hooch. Tea Board has no policy on Limiting /abuse of estates frail infrastructures.

You observe the Catalougues of auction Brokers, Front Cover, Back cover and One page in between, with one estates Tea printed on it, In its Silver jubilee Year! Tea Board is a body under the auspices of The Ministry of Commerce.

You could also find a Tea Man, brewing infusions in hundreds and Tasting Day in and Day Out, its his passion, noting small nuances and recommending steps to enhance quality. And the Government encourages unorganised farming, planting of substanderd Clones and 'Jats", going by hectrerage and Yeild alone, QUALITY ? ? The Taster gives up tasting and starts learning economics. God Bless the Tea Board!

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Agency: O&M

Fact1:The biggest market for beverages is the 18-30 age group in urban India.

Fact2:Coffee, through retail vending establishments life Cafe Coffee Day and Barista has become the drink of the youth (at least before sundown).

Assumption1: Therefore Tea suffers from a "not for me" perception amongst the youth who don't see anybody in their peer group consuming it. Tea is for your parents, grandparents and government offices. Net net - tea is an old-fashioned drink for stodgy people.

Assumption2: So the task is to first, break that perception that people who drink tea are boring, old-fashioned and unhep. Second to peddle the notion that "actually" people who drink tea are uber-cool, chilled out and generally good company.

Comments:

1.The tea drinking population is huge and varied. So such an easy categorisation of tea drinkers is not valid.

1. The ad leaves no impression as it fails to understand the base of advertising that is advertising should focus on the product rather than trying to popularize ones non apparent creative mind.I fail to understand the differentiation they are trying to make. Definately promoting of an idea is good should be good enough to make an impact.

   
   




2. it lacks the freshness feel. unlike branded tea ads like lipton where the concept is executed closer to the very reason for people to drink tea and that is its rejuvinating quality. the creatives need to shake up the grey matter a bit more!

   
   

4.who are they aiming at....who is the target audience? What does the tag line" definitely a tea drinker project by the way"?

5.The concept is very average and has already been used by products like mentos, centershock chewing gum etc!!

1. I was shocked when I read the name of the agency that has done it!

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