Branding in Asia talks with Zulfiqar Ali Ansari, GM Marketing at Tapal Tea, along with IAL Saatchi & Saatchi Head of Strategy, Nida Haider, and Chief Creative Officer, Rashna Abdi.
Tapal is a well-known tea brand in Pakistan that is seventy years old, or, as Ansari puts it, “As old as the country itself.”
“The big idea for the campaign,” Haider told us was, ‘You, Me and a Cup of Tea'”
As to the market insight behind the campaign, the head of creative, Abdi told us that the creative drive was to approach it with a younger generation in mind.
“When the team cracked the big idea, it opened up lots of possibilities for us,” said Abdi. “Because until that point, every tea ad showed a woman in the kitchen, making the cup of tea, that every time somebody else drank. We decided to flip it because we were talking to a younger audience.”
Watch the entire conversation here:
You can see the campaign spot here.