Observation: Youngsters are always in hurry and juggling multiple tasks Insight: Beverage products, which are “on the go”, have more appeal than those that take time to prepare
Observation: Tea wakes up the sleepy mind. Youth needs to be fresh, agile and attentive all the time for keeping up with the rapid and ever changing social and technological pace. Insight : Pick me up drinks hits the youth more.
Observation: Youth is materialistic and they love things that are fashionable and socially in. The reason being they want to make a statement about their ownership and on to be amongst trendsetter. Insight: Trendy, in and socially desirable products attracts youth more.
Observation: Weather influences the preference of a beverage. It’s too hot for consuming tea in this climate. Insight: Weather sensitive beverages attract the youth more.
Observation: Tea connects people and is an important part of our culture and tradition. Insight: Tea is a social lubricant
Observation: Youth consumes green tea because of it’s the new in thing and also because of its health benefit. In addition the multiple variants of green tea further provide the youngsters with a variety of choice. Insight : Green tea is the 2 nd most preferred form of tea amongst youth.
Uzair is an affluent, educated and energetic youngster who studies at CBM. He has got a tan complexion, normal length hair, a slim body and usually dresses up casually wearing rugged jeans, a polo t-shirt and puma sneakers. He shops for apparel at Shalimar centre and Tariq road. He is fluent in English. Furthermore, he uses Nokia n-series, and uses a black colored Sony Vaio. He drives his own silver colored Vitz, and gets 15k as spend money from his father.
The campaign revolves around everyday life situations of a teenage boy who is a happy go lucky, down to earth, outgoing and an extrovert. The campaign tells the story about how through tea he socially connects with people and how tea is a part of his life.
A night before the final Mohsin is extremely worried about the exam tomorrow. He feels that what ever he has ratta-fied he will forget it because of which he is freaking out. He calls his friend (the tea dude) and asks him wassup. At the time of the call his friend the tea dude is having a cup of tea while studying. Mohsin then tells him his entire story and the tea dude ignores all the negative vibes that he gets from his friend and calmly resumes to his studies. Now mohsin gets surprised and curious that how his friend can be so relaxed at this moment so he asks him about his prep. In reply the tea dude tells him that he is planning for an all-nighter. Then his friend again asks him about how much he had studied and the tea dude responds to this by saying kuch bhi nahi !!! But I would be, abhi toh chai pii raha hoon .. Poori raat jagoongo .. Hoo jaiiga, tension nai hai and then he puts the phone down. Following this, he look at his cup of tea and says It’s a part of life.
On his way to his friend’s place when his (the tea dude) car breaks down, the mechanic shop is at the corner of the street, he slowly guides the vehicle to the mechanic shop but the guy is quite busy with other vehicles and asks him to wait, in the meantime the phatan waiter from the chai shop passes by and the dude calls him and asks him to bring a chainak of tea for him and the mechanic, the mechanic impressed by the act offers a quick look at his car and repairs it soon. The tea dude while sipping the final few sips looks at the cup saying “ It’s a part of life .”
Character : Yaar kal subah paper hai or abhi tak answers sahi nahi arahay .. How am I gonna do it .. Kuch samajh may nahi ara.. Aik kaam karta hoo Uzair ko call karta hoo..
SFX: Phone Dialing … Phone Bell
Uzair: Hello (TV playing in the back ground)
Character: Uzair boy mayrii halat kharab haii .. Tension say bura haal haii .. Yay exam nay to .. Tell me dude .. Tum nay kitna para…
Uzair: Oh boy cill kar right now I am having tea laikin tension nahi haii hojaiiga.. Im planning for an all nighter.. Poori raat jagoonga and like always I’ll get it done… so relax and take it easy.. its part of life.