Tea Board of India is on the lookout for creative and media planning and buying agencies in Kolkata. The agencies will be appointed for a period of three years, subject to favourable annual reviews.
Although it is expected to be substantial, the exact size of the business could not be ascertained at the time of filing this report.
For the record, the Tea Board functions as a statutory body of the Central Government under the Ministry of Commerce. The genesis of the Tea Board of India dates back to 1903, when the Indian Tea Cess Bill was passed.
In 2006, the Tea Board had run a campaign to get the coffee and soft drink-savvy generation to get to tea-drinking again. Titled 'Chai piyo mast jiyo', the ads were created by Ogilvy India (Kolkata branch) and shot by Footcandles.
Earlier, Draftfcb Ulka had the 'Piyo ji bhar ke' ad which also targeted the youth and showed people enjoying a cup of tea after exercising.