Tata Tea Gold asks people to follow their hearts in campaign for New Year
Tata Tea Gold, the iconic brand from Tata Tea’s diverse portfolio, welcomed the New Year with a new TVC highlighting the idea of ‘Dil ko na kahoge to pachtaoge’. The creative idea lends from a tempting cup of Tata Tea Gold that one will regret saying no to. Adding on to the fervour of new beginnings and resolutions being made for a better year ahead, this new ad film tugs at heartstrings reiterating the powerful insight that “you often tend to regret, if you don’t listen to your heart”.
The TVC narrates the story of a young girl, who is offered a job in a different city. Her heart is set on it as it would mean a better career, but her father insists that she tries for the same company in their own city. While the daughter is in a predicament, the mother understands her dilemma and tries to cheer her up with a cup of Tata Tea Gold. The daughter refuses the tea initially, but after getting a whiff of the ‘irresistible aroma’ of Tata Tea Gold being made, longs for the tea her heart so wanted. What if it’s the same story with this job offer, her mother asks? What follows is the decision the daughter makes to take up the job offer, as she listens to her heart – with an irresistible cup of tea, regaling her senses and inspiring her to leave all regrets behind.
Watch the TVC:
Puneet Das, Marketing Head, Tata Global Beverages, elaborated, “Both desire and regret are emotions which dwell in the heart. It’s the heart that wants, and when we don’t listen to our heart’s desire, we regret it. Almost all of us will have stories to tell when it comes to ‘regret’ and ‘not following our heart’. We have leveraged this basic human insight to take a refreshed look at our ‘Na kahoge toh pachhtaoge’ platform of Tata Tea Gold, and evolved it to create an emotional narrative around following your heart with this film “Dil Ko Na Kahoge To Pachhtaoge”. With a simple storyline, the TVC addresses the perennial dilemma between the head and the heart that transcends the boundaries of age and time.”
Shedding some light on the heart warming concept, Amer Jaleel, Group Chairman and Chief Creative Officer, MullenLowe Lintas Group, said, “While this film shows a young woman struggling to listen to her heart about a career choice, it’s a film that speaks to so many of us. Replace career choice with relationship choices, life choices, or any other choice that each and every one of us has made, to only regret it later, and we have a film that speaks to each and every one of us. That is the beauty of this insight, and the film. Of particular importance is the role of the mother. Like all mothers, the mother in the film also knows what her child wants, and knows that she will regret it if she doesn’t listen to her heart. Using a simple analogy of a cup of Tata Tea Gold, its tempting aroma and taste, she guides her daughter to listen to her heart, and not have any regrets.”
Creative Agency: Mullen Lintas
Group Chairman and Chief Creative Officer: Amer Jaleel
Creative Team: Garima Khandelwal, Sangeetha Sampath, Abhilash Mundayat, Vaishali Jain
Account Management: Kishore Subramanian, Lopamudra Bhattacharya, Anahita Brar
Account Planning: Sushma R Rao
Production house: Radhika Produces Films
Director: Suresh Triveni