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Society celebrates India's tea-drinking culture

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MUMBAI: If there is one thread that binds us unequivocally as a nation, no matter what our differences may be, it is our love of tea. Being innately Indian is synonymous with starting the day with a steaming cup of chai-be it a time held, homemade recipe, or that of the ever-dependent tapri chaiwallah around the bend near the office building, tea is a constant in our lives.

To take the love for tea a notch further, Society Tea has launched its latest brand campaign - The tea society called India. It celebrates this unifying and proudly home-grown tea drinking culture across the length and breadth of our country.

Society Tea director of business development Karan Shah says, ?The idea of the campaign emerged serendipitously from the brand name itself, Society Tea. Society Tea has always strived to maintain a consistent quality with infallible taste. Our travails whilst executing this campaign across several regions in India is testimony to our passion for quality. The campaign is a perfect amalgamation of people who are unique and diverse as it perfectly captures our brand footprint across incredible India.?

To essay a wonderful human interest brand story campaign idea, the right set of photographers and filmmakers were arduously handpicked for lyrical, documentary style of photography and film.

The film features photography mavens-Palani Mohan, a Hong Kong based award-winning photographer with a wealth of experience and Rakesh Haridas, whose Instagram feed showcases a truly unique style of photography. These mavens covered the length and breadth of India, right from Kanyakumari to Kashmir and Meghalaya to Mumbai. Between endless cups of tea, all-nighters and travel secrets, this human interest campaign was spearheaded by Sachin Pillai, a young and dynamic director from the film production company, Epitome.

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