Known in the country and internationally for its impeccable sense of taste, Society Tea, the premium tea makers and a celebrated household name has launched its latest brand campaign,
The Tea Society Called India. Society Tea’s latest brand campaign celebrates this unifying and proudly home-grown tea drinking culture across the length and breadth of our country. The Tea Society Called India campaign aptly depicts the brand thought when one interchangeably cites ‘Society Tea’, it reads ‘Tea Society’- the ultimate societal truth that defines India and Indian-ness.
The Tea Society Called India. Society Tea’s latest brand campaign celebrates this unifying and proudly home-grown tea drinking culture across the length and breadth of our country. The Tea Society Called India campaign aptly depicts the brand thought when one interchangeably cites ‘Society Tea’, it reads ‘Tea Society’- the ultimate societal truth that defines India and Indian-ness.
Commenting on launch of the campaign, Karan Shah, Director, Society Tea said, “The idea of this passionate campaign- The Tea Society Called India, emerged serendipitously from the brand name itself, Society Tea. The Intent with this campaign is to celebrate the tea drinking culture across the length and breadth of India. Society Tea has always strived to maintain a consistent quality with infallible taste. Our travels 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 Tea Society Called India campaign 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.
To promote this campaign, Society Tea has rolled out a visually appealing and extremely engaging on air campaign film. The campaign will further create a new benchmark in reaching, capturing and engaging audiences across the country with its innovative photo essay outdoor media campaign, on-ground associations, live micro site featuring the amazing body of work among others.
About Society Tea
Society Tea today is the market leader in the Tea category in Maharashtra, and has become a dominant force, with around 40% market share of packaged tea in the state. We have a considerable presence in other states such as Goa, Andhra Pradesh, Madhya Pradesh, Karnataka, Chennai, Punjab, Rajasthan and Delhi.
Since the inception of the company, we have always aimed to keep quality at the highest possible levels for all our products; this is also one of the reasons why we cannot match the media spends of other tea brands. To ensure this consistent quality, three members of the family have dedicated their lives as full time tea tasters.
Our quest for better quality goes on for our new range of Dairy Products, One Minute Tea and Instant Tea (Premix). To manufacture high quality Tea and Dairy products, we have set up a plant in Vadodara (Gujarat). This plant is one of India’s most advanced and completely automated milk and soluble tea processing units which manufactures these products under strict hygienic standards, to meet our high levels of quality and excellence. We see this new range as the products of the future.
Below is some additional information about Hasmukhrai:
Hiravan Pranjivandas started as a tea wholesaler in 1924, in Masjid Bunder's Chai Galli. This street was Maharashtra's source of tea, with traders coming in from across the state to purchase tea to sell locally. Apart from being a large supplier for local customers, HP also firmly engraved its roots in the international tea trade, trading with middle eastern countries on a very large scale. In 1933, with a view of selling to the Mumbai citizens as well, HP started Hasmukhrai & Co, with its first shop in Kalbadevi
By the late 80's, Hasmukhrai & Co had become the market leader in the tea industry in Mumbai. However, sensing that the customer would prefer convenience and would change traditional tea buying patterns, Hasmukhrai & Co launched tea in a packet form in '91, which was available across retailers in Mumbai and later Maharashtra, in the name of Society Tea.