SUB CATEGORY :

CINEMATOGRAPHY

COMPANY ENTERING :

BLACK SWAN LIFE COMMUNICATIONS PVT. LTD., MUMBAI

TITLE :

TEA SOCIETY

BRAND :

SOCIETY TEA

ADVERTISER :

AMAR TEA PVT. LTD.

AGENCY :

BLACK SWAN LIFE, MUMBAI

CHIEF CREATIVE OFFICER :

SUKUMAR MENON

EXECUTIVE CREATIVE DIRECTOR :

NAISHO ABRAHAM

COPYWRITER :

SUKUMAR MENON

ART DIRECTOR :

NAISHO ABRAHAM

ACCOUNT MANAGER :

PRATHYUSH MENON

STRATEGIC PLANNING DIRECTOR :

RASIKA BANERJEE

FILM PRODUCTION COMPANY :

EPITOME PRODUCTIONS LLP, MUMBAI

DIRECTOR :

SACHIN S PILLAI

CINEMATOGRAPHER :

SACHIN S PILLAI

EXECUTIVE PRODUCER :

GOVIND AGRAWAL

FILM PRODUCER :

GOVIND AGRAWAL

POST-PRODUCTION COMPANY :

EPITOME PRODUCTIONS LLP, MUMBAI

EDITOR :

SACHIN PILLAI

POST PRODUCER :

GOVIND AGRAWAL

COLORIST :

NIKOLA MRDALJ

SOUND PRODUCTION COMPANY :

SALVAGE AUDIO COLLECTIVE, MUMBAI

SOUND DESIGNER :

ROHAN RAMANNA/SOHRAB NICHOLSON

SOUND STUDIO PRODUCER :

ROHAN RAMANNA/SOHRAB NICHOLSON

MUSIC COMPOSER :

ROHAN RAMANNA/SOHRAB NICHOLSON

MUSIC ARRANGER :

ROHAN RAMANNA/SOHRAB NICHOLSON

ENGLISH CONTEXT EXPLANATION :

SOCIETY TEA IS A 25 YEAR OLD REGIONAL INDIAN BRAND WITH BIG MARKET SHARE (OVER 40%) AND A LOYAL CUSTOMER BASE. IT NOW ASPIRES TO HAVE A NATIONAL APPEAL AS IT GROWS BEYOND IT’S CORE REGION. THE BRAND WANTED TO ACHIEVE THIS WITH A NEW BRAND CAMPAIGN. THE IDEA WAS SITTING IN THE BRAND NAME ITSELF. JUST FLIP SOCIETY TEA AND IT BECOMES TEA SOCIETY. INDIA IS A TEA SOCIETY. EVERY REGION IN INDIA IS PASSIONATE ABOUT THEIR TEA AND HAS ITS OWN NUANCES IN THE CONTEXT OF HOW TEA FEATURES IN EVERYDAY LIFE. THIS FLIP OF THE BRAND NAME GIVES THE BRAND A SLINGSHOT MOMENT IN TERMS OF OWNING THE CATEGORY CODES ITSELF. SINCE THE IDEA WAS ABOUT CAPTURING THE NUANCES OF TEA, WE WANTED THE EXECUTION TO BE LIKE A PHOTO ESSAY. THE LENS WAS ‘MAGICAL EVERYDAY SURREALISM’.