Tang Poses a Taste Challenge This Summer

Have you taken the Tang Taste Challenge yet? Mondelez India recently rolled out a new TVC for its much-loved powdered beverage brand - Tang, introducing the new Litro pack that will help you make the perfect tasting Tang.

Role reversing is a common trend in most families today as we live in an age where a child’s taste decision is considered over any other family member. This new TVC by Bates CHI & Partners has been conceptualized under the similar lines. The TVC opens with a family playing a game of the ‘Tang Taste Challenge’ that showcases each member of the family rising up to the challenge by preparing what they think is the perfect glass of their favorite drink. They are to be judged by the youngest members of the family, the children. After tasting each glass, the little boy of the house declares his mother the winner of the Taste Challenge by savoring the glass of the fruitilicious Tang prepared by her. The mother then reveals her secret behind the perfect taste which is the all new Litro pack that offers the ease and convenience of preparing a perfect glass of Tang. The advertisement further showcases the goodness of nutrients that a glass of a fresh, fruit-flavored drink Tang has to offer, while reminding the viewers about its four delicious flavours Orange, Apple, Mango and Lemon to choose from.

Amit Shah, Associate Director – Marketing (Gum, Candy & Beverages), Mondelez India said, “Since its launch in India in 2011, Tang has proved successful through its differentiated positioning as an affordable and yet a premium brand. Tang has always attempted to give a refreshing, convenient and nutritious experience to mothers by providing them an opportunity to make a quick, refreshing drink with essential vitamins A, B and C; and Iron for their children by just adding water.

Anup Chitnis, Director, Bates CHI & Partners said, “By reversing the roles inside a home in an interesting way that put the kids in charge, we have attempted to tell the story of Tang's unique and delightful fruity taste. And it's so heartening to know that we had the client's confidence in us, in creating this film with a twist”

Agency Details –

Agency: Bates CHI & Partners

Creative team: Rigved Sarkar, Mehul Patil

Account management: Asheesh Malhotra, Sheeba Inamdar, Akshaya Gangan

Production house: Rising Sun Films

Director (film): Anup Chitnis

Producer: Supriya Makwana

Director of photography: Laxman Utekar