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