Tetley unveils new campaign featuring Sourav Ganguly

09 Feb,2017

By A Correspondent


Featuring the former captain of the Indian cricket team, Tata Global Beverages has introduced the all-new Tetley Super Greenwith its latest light-hearted ad film. The campaign highlights the super human expectations each of us face every day.With this campaign, Tetley Super Green introduces vitamin enhanced green teas for the first time in India.The Tetley Super Green range consists of Tetley Super Green Boost – a combination of lime and mint green tea with vitamin B6 to help reduce tiredness and fatigue and Tetley Super Green Immune – which is a combination of citrus and honey green tea with Vitamin C, to help support the immune system.


After a series of ad campaigns, this new campaign from Tata Global Beverages highlights the product’s USP of being a super green tea in a creative manner. The film truly brings alive the positioning of Tetley Super Green as the superhero of green teas. It was backed by the insight that even real, everyday people, are constantly faced with super human expectations, and need a little extra from the products they consume to live up to them.


The ad opens with a woman asking Ganguly’s wife why she needed Tetley Super Green. To which she replies that people still treat her husband like the ‘Prince of Kolkata’, while the camera pans to Sourav Ganguly. The film then continues to display a series of situations where Ganguly is still expected to ‘be the person he once was’. The film ends with Ganguly sipping Tetley Super Green while the voiceover reiterates that a person with super human expectations requires a super green tea.


Speaking about his association with Tetley Super Green, Sourav Ganguly, Brand Ambassador – Tetley says, “I feel extremely honored to be associated with an international brand like Tetley that works tirelessly to give their consumers the best products possible.  Tetley Super Green tea, as the brand name suggests, truly believes that ordinary people are capable of doing super things. Tetley Super Green Boost and Immune contain Vitamin B6 and Vitamin C, whichenhance the functionality of green tea to help us deliver on Superhuman expectations every day. “


Remarking on the campaign, Rishi Chadha, Head – Tea Marketing, Tata Global Beverages says, “At Tata Global Beverages, we are driven by consumer centricity and constant innovation, to cater to the evolving needs of our consumers. Our constant endeavour is to leverage our strong global expertise and learnings to introduce differentiated and value-added offerings to delight our consumers. We pioneered the green tea wave in India and are now introducing a first-of-its-kind vitamin enhanced super green tea as the latest addition to our green tea portfolio. We believe that Tetley Super Green tea is a compelling reason for new consumers to come into the green tea category.  Our new brand film explains this beautifully in a light-hearted and relatable manner. Sourav Ganguly has done a fantastic job of capturing the essence of ‘Everyday Super Humans’ and we are very excited to have him as the new face of Tetley in India.”


Commenting on the campaign, Shriram Iyer, National Creative Director, Mullen Lintas says, “Super Green as a product is about upping health benefits of Green Tea. To bring this alive, the planning and account team on the brand in Bangalore arrived at the insight that sports celebs are faced with a unique challenge. People always expect from them the same superhuman feat that they once performed on the field, no matter what life stage they are in now. This ‘superhuman expectation’ became our creative plank to deliver the message. The script crafted by Santosh Ramakrishnan and directed by Abhinav Pratiman lands the idea gracefully. Sourav Ganguly hits it out of the park. Personally, I think this is Sourav Ganguly’s best onscreen performance, off the field!”


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