Outdoor > Billboards: Sectors

KOLKATA

BLACK SWAN LIFE COMMUNICATIONS, Mumbai / AMAR TEA PVT. LTD. / 2018

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Flip Society Tea and it becomes Tea Society. India is a Tea Society. This simple flip of the brand name gives the brand a slingshot moment in terms of owning the category codes itself. Tea is an integral part of everyday life in India. It weaves in seamlessly into every aspect of the day across the length and breadth of this vast nation. While different regions have different recipes of tea, the habit of having it as the ‘by default’ recharge mechanism is common across the country.

And it’s this connection with tea that we wanted to capture in our Brand Campaign.

The various tea drinking habits, moments, rituals that occur on a daily basis across the length and breadth of our country.

We wanted to create a photo essay of this Tea Society Called India by documenting the nuances of tea with the lens of ‘everyday surrealism’.

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