Tetley in India tells the story of Everyday Super Humans
Tata Global Beverages launched a new range of Tetley Super Green Teas under their Tetley portfolio at a GUINNESS WORLD RECORDS® record-setting event at NSCI in Mumbai today. The Zumba concert, led by the new face of Tetley in India – former Indian cricket captain Sourav Ganguly, actress Neha Dhupia, actor, TV show host Shibani Dandekar and renowned Zumba Education Specialist, Shwetambari Shetty had 2000 people set the GUINNESS WORLD RECORDS® record for the largest gathering of people wearing capes. It was a remarkable sight as people from different walks of life came together under one roof to celebrate the spirit of ‘Everyday Super Humans’.
After pioneering the green tea wave in India, Tata Global Beverages, the second largest tea company in the world, introduces a first-of-its-kind vitamin-enhanced range of Super Green Teas as the latest addition to the company’s green tea portfolio. The company has always pushed the envelope when it comes to innovation, aiming to offer consumers products that suit their changing needs, evolving tastes, and varying lifestyles. This journey of innovation has led to the creation of Tetley Super Green Tea which caters to those people who are faced with super human expectations every day.
Taking one of the world’s healthiest beverages to the next level with added vitamin-enhanced benefits, Tetley Super Green Tea is truly the ‘super hero’ of green teas. 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.
Speaking about the launch of Tetley Super Green Tea, Sushant Dash, Regional President – India, Tata Global Beverages said, “At Tata Global Beverages, the consumer is at the heart of everything we do and Tetley Super Green stands true to this testament. With the range of Tetley Super Green Teas, we are giving people added benefits in their cup of green tea – making it truly super. In today’s world, people are constantly faced with Super Human expectations and could use a boost to live up to it all. This new offering celebrates the spirit of Everyday Super Humans and the GUINNESS WORLD RECORDS® achievement is only the beginning of this product’s journey in India.”
Speaking about his association with the brand, Sourav Ganguly, Brand Ambassador– Tetley and the beloved “Dada” (meaning Father) of Indian cricket says, “I feel extremely honoured to be associated with an international brand like Tetley that works tirelessly to give their consumers the best products possible. Tetley Super Green, 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 respectively, which enhance the functionality of green tea to help us deliver on super human expectations every day.”
After a series of unforgettable advertising campaigns, a new light-hearted ad campaign supporting the product launch highlights the product’s USP of being a “Super green tea” in a creative manner. The 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.
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, we 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. Sourav Ganguly hits it out of the park. Personally, I think this is Sourav Ganguly’s best onscreen performance, off the field!”