On the occasion of Ramadan, Mondelez India will air a Thematic TVC for its fruitilicious powdered beverage, Tang. The Thematic TVC is backed by the insights that sweet beverage form a core component of Iftaar, the traditional meal consumed while breaking the fast. It brings out the elements of togetherness with its tagline ‘From your hands, love pours’.
Putting in a nutshell the age-old tradition of all family members coming together to break the fast and bonding over a meal, Mondelez India’s Tang TVC gifts the joy of creating memories. The commercial begins with voiceover narrating how the holy festival of Ramadan should be welcomed every year by the mother lighting lamps, wishing family members, imbibing in children the value of doing good deeds and praying, while pouring love by preparing delicious Sehri and Iftaar meals with the family’s favorite beverage, Tang. The happiness within the family radiates with Tang and captures how each glass of Tang completes Ramadan each year. With its colorful visuals and a celebratory background score, the film ends with the visuals of a joyful family enjoying Iftaar and Tang’s product shot with the voice over “Tang, Maa ke haathon ka pyaar”.
Speaking on the campaign, Amit Shah – Associate Director – Marketing – Gum, Candy & Beverages said, “With this campaign, we have tried to explore synergies between the festivities of Eid that resonates well with Tang’s brand proposition of bringing families together. Tang due to its ease of preparation and energizing fruity taste serves as an ideal beverage after a daylong fast. It has always attempted to give a refreshing, convenient and nutritious experience to mothers by providing them with an opportunity to make a quick, refreshing drink with essential vitamins A, B and C; and Iron by just adding water.”
This thematic TVC will go on-air in key markets of Kerala, West Bengal and J&K, and will also be supported by a 360 degree integrated marketing campaign, to leverage this consumption occasion. The following activations are being planned:
· Digital activation planned in Facebook- themed around Ramzan and Eid
· Modern trade activations with consumer promotions on large packs to drive family consumption during the period
· Ramzan activation in select e-commerce channels- inclusion of Tang in the Ramzan basket in select e-commerce portal
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2014 The Global Indian New Network (TGINN)