#Kadakhai Digital Campaign launched by Samaara Tea
A premium homegrown tea brand from the house of the age-old Jivraj Family, Samaara Tea has been one tea brand that has followed the D2C medium for its sales. The brand has made a fresh approach to avail only digital channels in order to reach its end customers. The tea brand has made a successful attempt towards executing its digital campaign in which the brand focuses on how thoughts have changed with time in the Indian Society in other words it is the idea of planting Kadak soch towards the existing belief of gender difference when it comes household chores.
The brand marks its presence in countries like the Middle East, South Africa, USA, UK, New Zealand, Europe, and Singapore.
It has a range of products in its catalog like the black tea, green tea, premixes, tea leaves, and tea bags, The products serve the consumers to the fullest with its HoReCa packaging. Samaara has proved itself to be successful and have witnessed immense growth. In India, branded tea is available on the international platform, it is also available in retail supermarket chains. The brand brings into use the blend of 100% Assam tea leaves which helps it to serve the most “Kadak”(strong) tea
The tagline for the campaign ‘Kuch baatein, Kadak hai’ is in a form of narrative which has a background of office premises, where the protagonist of the film is late in the office because he was helping his wife with the household activities, on account of the house-help being sick.
When asked by one of his colleagues, why to help his wife when she is the homemaker, the opposite response from the main lead, strikes the ears of the audience and is an eye-opener for millions who believe that domestic chores need no help. The campaign will be out for the public on the 27th of July 2020, it aims to make its maximum reach across the globe through digital mediums such as Instagram, Twitter, Facebook, Linkedin, and Youtube.
The campaign will be promoted for a period of 4 weeks. The main idea which revolves around the campaign is directed towards the mindset of gender biasness and breaking any gender-related orthodox beliefs which is brought forward through a conversation that is “Kadak” or “Strong”. This will eventually trigger any changes in the society that needs to be brought in regard to gender-specific roles. The ad campaign is an attempt to bring forward the 360-degree marketing as well as branding solutions. The brand has brought into use multiple modes of communication with the aim to strike millions of audiences and infuse them with the new age thinking process regarding gender neutrality when it comes to household chores. It spreads the idea of showing the importance of men’s participation in household-related activities.
Dheer Shah, CEO, Samaara Tea said, ‘We are excited to launch our brand in our homeland through this digital campaign, “Kuch baatein ‘#KadakHai” which truly resonates with a strong cup of tea. The campaign aims to reach the evolving audiences of India and how our ideas must be similar to a strong cup of tea that Samaara has to offer. We hope to break age-old gender stereotypes and reach new-age audiences through digital mediums. As a utility commodity, we are breaking the monotony and taking the online route and are available on our website and eCommerce platforms. We need to encourage men to support such thoughts and break the gender stereotypes that we unknowingly follow. This digital campaign is the first of the many #kadakhai campaigns to come and we are excited to share the same with our audiences.’
