Mumbai: Tamilians are proud of their rich culture that has many claims to fame; that of a rich literary legacy, iconic architecture, of Tamil being the longest surviving language, vibrant cinematic culture and most importantly their contributions across all spheres such as art, science, and corporate world. The driving principle of all such achievements of both individuals and a collective has been the principles of great discipline and deep respect for tried and tested processes.
This Tamil New Year, Tata Tea Chakra Gold is back with a refreshed communication celebrating the ‘Tamizh way’ of life based on this insight. Driven by a quest for perfection, Tamilians take great pride in their methodical approach to all things in life and an eye for detail. The new Chakra Gold campaign for Tamil Nadu is a celebration of this very uniquely Tamilian code of life that is evident even in day-to-day situations.
Conceptualised by Mullen Lintas and directed by V. K. Prakash, one of the most celebrated South Indian directors, the TVC depicts everyday scenarios of a Tamilian’s life. In the TVC, we see a girl, late for her college, rushing downstairs to leave home but cannot step out of home until her mother finishes drawing the kolam (traditional rangoli) in front of the door. Once her mother completes the Kolam, only then does the daughter get a green signal to step out. The film captures more such beautiful scenarios including the practice involving the thoran, a welcoming garland made out of Mango leaves that is hung at the house entrance, that needs to be made the right way. In the scene, the Grandfather makes it incorrectly, and unaware of his error, proudly displays his art to the Pati (grandmother) who teaches him the ‘right’ way to do it. The film features multiple other Murais followed like ensuring the Pandhakal stands straight during auspicious occasions, ladies of the house being fully ready only when jasmine flowers adorn her hair, the right way of closing a banana leaf during a meal that shows satisfaction & delight at having the meal - all of which demonstrate the importance of discipline, culture, and processes in Tamilian life. Towards the end of the TVC, we see the protagonists choose Tata Tea Chakra Gold, made with the best of processes.
Talking about the launch, Tata Consumer Products packaged beverages (India and South Asia) president Puneet Das said, “Tata Tea Chakra Gold is a blend specially crafted for Tamilians and celebrates the Tamil way of life. Its refreshed campaign continues to evoke regional pride of Tamil Nadu that is rooted in understanding the importance of discipline and processes in the life of a Tamilian. By delving deeper into the vibrant culture of Tamil Nadu, we have unearthed newer situations that are celebrated in our new TVC that showcase this penchant for following processes. Similarly, Tata Tea Chakra Gold, also is crafted using a rigorous process to deliver a blend that enables consumers to enjoy their cup of tea. We also felt that the Tamil New Year was the best time to launch the new campaign that celebrates the unique Tamil Way of Life.”
Sharing his thoughts on the uniqueness of the campaign, Mullen Lintas CEO Hari Krishnan said, “Tata Tea Chakra Gold is not just any tea – it embodies the very essence of Tamilian culture. Just like the many traditional rituals that define the Tamil way of life. This marriage between the product and insight was what led us to craft a campaign that celebrates not these rituals but also the immense pride that Tamilians take in following them. Tata Tea Chakra Gold is already synonymous with excellence and authenticity. And we’re sure that the people of Tamil Nadu will resonate with this campaign”.
