India is a young country and a large part of the population is young. The idea was to enter the youth habitat and anchor the brand in such a way that it resonates with young India.
The campaign leverages the unique position that tea enjoys in the Indian culture and attempts to migrate tea from being a social and emotional revitalizer to becoming a catalyst for social awakening i.e. from ‘wake up’ to ‘awaken’.
It was about internalizing their tea experience and externalizing their social awakening. The campaign urges youth to stand up against the social apathy and shed their indifference.
The TVC shows a young man taking on a politician who is campaigning for the election, casual in his approach towards responsibility.