Tang introduces new bottle pack; releases new TVC

Cadbury India, a part of Mondelēz International, announced the launch of a new TVC campaign to introduce Tang’s new one litre pack (125 g). Targeted at mothers, the new TVC highlights the fun and convenience of the new pack. It also showcases how mothers can motivate their children to make their own bottle of Tang in few simple and easy steps.
                                                                                                                              
Developed by Bates CHI & Partners, the TVC campaign is based on the insight that children always love to do exactly the opposite of what they are told. Shot in a fun 

way, in the TVC the mother gets the kids to make their own bottle of Tang, by telling them what not to do. Through the narrative, it shows how Tang now makes it easier for mothers and kids to quickly make their favourite refreshing drink and store it in the one litre bottle for ready consumption.


Speaking about the campaign, Amit Shah, Associate Vice President, Powdered Beverages, Gum & Candy, Cadbury India, said, “It’s going to be an exciting summer for Tang with the introduction of the new one litre pack. Our new campaign communicates and highlights the convenience of this new pack through slice of life moments between a mother and child. We hope to trigger a behavior change of making Tang in a bottle as it offers ease and simplicity without compromising on the taste.”

The launch of this TVC will be supported by a 360° campaign, including outdoor activations, sampling, radio and print campaign in urban and semi-urban cities across India.

Available in delicious Orange, Lemon and Mango flavours, Tang’s one litre (125 g) pack is available in stores across the country at an affordable price of Rs. 30 per pack. Tang is also available in 750 g, 500 g and 19 g pack sizes. To drive the behavior change of making Tang in a bottle, we have launched a consumer promotion - where with the purchase of 3 packs of the new Tang 1 litre bottle pack, consumers get a Tang bottle free!

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