Society Tea has brewed a delightful film taking a trip down the memory lane with its latest campaign, ‘Yaadon Bhari Pyaali’. The film emphasises on our roots, where we come from, the very foundation of our existence that shapes us for tomorrow. While we grow up and move on to build our future, the bond we have with our roots becomes impenetrable.
The film features a young man, who returns to his ancestral house after a long time to take his old caretaker with him. The caretaker, who he calls ‘Kaka’, realises that the young man has lost his bond with the house he grew up in. However, the familiar smell and taste of Society Tea reminds him of all his memories in the ancestral house. He makes a pact with Kaka that he would keep returning.
Karan Shah, Director, Society Tea, said, “The task was to create a regional communication that tugs at the heartstrings of the small towns (and the big cities) of Maharashtra. We wanted to create a communication that talks about the legacy of the brand – its strong bond with its customers over the last 30 years. We wanted to do so through a relatable story, a strong insight…where the brand is not a force-fit but is naturally weaved into the story.”
Conceptualised by Black Swan Life, the film aims to remind people that some bonds cannot be broken. Sukumar Menon, Creative Head, Black Swan Life, said, “Something very familiar from an old time, when it interacts with you in a present and relevant context, it can suddenly fill your mind with long-forgotten memories. A familiar smell…a familiar taste can do that.”
CREDITS:
Creative head: Sukumar Menon
Director: Shirish Daiya
Design director: Ameya Soman
Production house: Jamic Films
Producer: Mekala Krishnaswamy
Cinematographer: KU Mohanan
Music: Joell Mukherjii Lyricist and singer: Swanand Kirkire
About Society Tea
Society Tea today is the market leader in the Tea category in Mumbai, and has become a dominant force. We have a considerable presence in other states such as Goa, Andhra Pradesh, Madhya Pradesh, Karnataka, Chennai, Punjab, Rajasthan and Delhi.
Since the inception of the company, we have always aimed to keep quality at the highest possible levels for all our products. To ensure this consistent quality, three members of the family have dedicated their lives as full time tea tasters.
Our quest for better quality goes on for our new range of Dairy Products, One Minute Tea and Instant Tea (Premix). To manufacture high quality Tea and Dairy products, we have set up a plant in Vadodara (Gujarat). This plant is one of India’s most advanced and completely automated milk and soluble tea processing units which manufactures these products under strict hygienic standards, to meet our high levels of quality and excellence. We see this new range as the products of the future.
