TVC Tata Tea unveils new campaign for Kanan Devan tea
Tata Tea has unveiled a new campaign celebrating the completion of 25 years for the brand in Kerala. Created by Saatchi and Saatchi Bangalore, the television commercial went on-air on December 25 and will continue till the end of January 2011. The TVC begins with a young girl preparing for her violin performance while her parents look on. Her mother gives her Kanan Devan tea, and the scene shifts to curtains opening on the stage. While the music begins, viewers are shown a flashback of the girl’s childhood where she is rejected for sporting activities. Her dad presents her with a violin, which she learns and is performing in front of an audience. It is then revealed that the girl is disabled and is on a wheelchair, while the audience appreciates the performance. Voiceover comes in to announce that “when you’re not alone, no challenge is too difficult”. Elaborating on the thought process for the campaign, Vinod D’sa, creative director, Saatchi & Saatchi, said, “Talk