Society Tea launches its brand campaign 'Brand New Day'

Company Brief

New Delhi, March 30, 2012

Society Tea, one of India's oldest and well loved tea brands, has launched its first online brand campaign, 'Brand New Day.'

Society Tea has always viewed life as an opportunity to do new things; have a sip of tea, reflect, recharge; and make the most of every day. However, routine-induced apathy bogs people down all the time. So we decided to take a step to, perhaps, give people a way to explore and live a little more each day while still doing what they do daily. We looked at the web as an opportunity to build such a platform and with this in mind we have launched the Brand New Day initiative. Through our blog and social profiles what we are trying to do is create this community of not just tea lovers but people who like learning and doing new things. Bring people together, connect them or maybe even encourage them to reflect on their thoughts over a cup of tea. And through all this, give new reasons everyday to do something new.

The campaign is woven around that very idea. And four young, confident people who love tea will collaborate with Society Tea to open themselves up each day, over ten days, for a new experience, to rediscover a forgotten passion, to meet new people or to savour some small joy of life.

The four enthusiastic participants come from diverse professions and with varied interests. The common thread that binds them is their love for tea. The activities performed by the participants will be posted by them on Society Tea's blog (www.societytea.com/blog) and tweeted and shared over twitter (twitter.com/SocietyTea) and facebook (www.facebook.com/SocietyTea) respectively.

The campaign is looking to leverage the aspirations of the young, thinking, online audience and provide a platform for them to discuss these matters.

Harsh Gadia, managing partner at Smursh Media, shared the thought that went behind the initiative, "Instead of just posting ideas or inspiring videos on a blog, we choose to bring four, in some sense, influencers and got them to do the activities over ten days. What it did was bring a level of credibility and authenticity to the idea we were espousing. Here were real people with ambitions and responsibilities. But they still believed in making each day count. And I think this is what makes the campaign honest. We are hoping this strikes a chord with the audience and inspires them to make new beginnings or enjoy small, meaningful achievements and experiences in their everyday too."

Karan Shah, director - business development at Society Tea, said, "Our customers are characterized by a general sense of taste and a passion for new things. However, we also noticed that their aspirations for a lifestyle are defined by new discoveries and pursuits. So it might be catching up with an old friend, pursuing ones love to paint or wanting to visit ones old, school teachers –the little things, we are all missing out on in our cycle of daily routine. What we have in mind with our online foray is for Society Tea to be this platform that encourages, motivates and gathers stories that break the mould of dead habit. By showcasing four people doing one activity a day, for ten days, on certain themes that cuts across our customer base we are looking to inspire people to wake up to savoring these little joys of life."

Going further, Society Tea will look to build on the campaign and establish its identity with this kind of fresh, invigorating thinking. And it would like to build this community that believes in this idea and would love to discuss it over a cup of tea.

For further information, please contact:

Smursh Media

Krishnamoorthy N venkitaraman

Mobile: 9820232890

E-mail: krishna@smursh.com

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