Te-A-Me, a Kolkata-based tea brand owned by the 70-year-old company Madhu Jayanti International, recently launched its digital campaign #TeaForTrump, for its green tea. The digital film has been conceptualised by Fisheye Creative Solutions, a Bengaluru-based creative agency.
According to a source close to the company, the brand has spent a little above Rs 1.5 crore for the campaign.
"No, we are not present in New York currently, and we do not intend to launch it there as of now. The reason was (Donald) Trump and that he stays in New York is purely coincidental. As a company, the only thing we wanted to do was to spread awareness of the benefits of green tea, or tea in general," says Shah.
Considering that the digital film was shot in New York, we asked Shah about its target audience.
"My target group (TG) are Indians, in the age group of 25-40 years, Male and Female, A and B+, and who are health conscious. But, the TG for this campaign, is also the entire world since the objective was to spread awareness about the benefits of having tea," he says.
Talking about the challenges faced while shooting the film, Orko Basu, creative head, Fisheye Creative Solutions, says, "There were multiple challenges. The first one was that with an idea like this, you need a client to buy it and TE-A-ME is the gutsiest brand I have ever worked with. Second, given Trump's profile, the security was absolutely intense because there was an assassination attack on him before we delivered the tea so pulling off a delivery like that was challenging."
He further adds, "This being a political subject, there were a lot of American partners who liked the idea, but didn't want to be a part of it. In the end, we had to produce the film and execute the delivery. It was a multi-city international effort. It took us five months from the time of the presentation of the idea, to the execution of the film."
Honey Singh, co-founder, Arm Digital Media, a Delhi-based outfit that has worked on the real-time digital marketing for this campaign, says over a quick phone call, "...everything was done within the first 24 hours. We targeted our audience through digital content marketing, through YouTube ads and other social media ads. We reached out to Indians in the US. We sent real-time tweets to US-based journalists..." to keep them looped in about the activation.
Executing this campaign, according to Singh, was all about "an opportune mix of timing, audience targeting, amplification, seeding and cross promotion." He adds in an email statement, "... for the first 72 hours, a team of 11 members at (our agency) worked day and night to capture the real-time emotions and reactions activated through (the hashtag) #TeaForTrump across the globe...." going on to talk about the organic reach the campaign fetched.
We asked our experts if Indians would be tempted to buy the product after watching the digital film, and this is what they had to say.
Mark Mc'Donald, senior creative director, DigitasLBi, India, a digital agency from the house of Publicis.Sapient, says, "I had never heard of TE-A-ME before it popped up on my newsfeed with this activity, so clearly the campaign's got the brand a lot of PR and recognition."
He further adds, "If you are going to do an on-ground activity and use it to generate digital buzz then you should go big and TE-A-ME has gone really big. What better way to make yourself popular than by taking on big, bad Donald Trump?"
Talking about how differently could the brand have executed it, he says, "What could have been done is to have given the campaign some digital legs, other than just a one-pager microsite. There is a nice opportunity here to get people involved and push Trump to 'purify' himself, but I haven't seen too much of that yet. Right now, it's just limited to a cool on-ground activity, when it could have been much more."
Navin Kansal, national creative director, Indigo Consulting, a digital agency from the house of Leo Burnett, says, "Since the product is green tea, it does cater to a milieu which is likely to be a bit more 'with-it' and therefore would have exposure to what's happening in the rest of the world. The prospect of Trump becoming the US President has captured the imagination of the world at large and India is no exception. This is a ballsy guerrilla move which has garnered a significant amount of earned media for the brand."
He further adds, "The tongue-firmly-in-cheek messaging in the film clearly highlights the benefits of green tea while exhorting Trump to do the same. Since the film is based on the premise of the act itself, it does have elements of a quintessential case study video. However, it does do the job of completing the loop by featuring the url - teafortrump.com at the end of the film, where consumers can know more about the product and shop online."
For the record, Madhu Jayanti began its journey in 1942, and exports a variety of tea to 42 different countries.