TEA AND THE WARS by J. Walter Thompson Kolkata for DOLOO

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TEA AND THE WARS

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market India
Agency J. Walter Thompson Kolkata
Executive Creative Director Senthil Kumar
Art Director Partha Pal
Copywriter Broti Ganguly
Photographer Vivek Das
Illustrator Samir Das
Released November 2009

Credits & Description

Category: Posters
Advertiser: DOLOO TEA
Product/Service: TEA
Agency: JWT INDIA
Date of First Appearance: Nov 28 2009 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Executive Creative Director: Senthil Kumar (JWT)
Senior Creative Director: Shamik Sen Gupta (JWT)
Copywriter: Broti Ganguly (JWT)
Art Director: Partha Pal (JWT)
Illustrator: Samir Das
Photographer: Vivek Das
Senior Creative Director: Shib Nath Sen (JWT)
Senior Creative Director: Angshuman Roy (JWT)
Production Manager: Subrata Banerjee (JWT)
Media placement: Poster - Tea Cafes,Canteens, Restuarants And Offices - 28.11.2009

Describe the challenges and key objectives
The basic challenge was to generate interest in tea in a city where tea drinking is taken for granted and is a part of everyday mundane life. Doloo Tea Co. (India) Ltd. wanted to catch the attention the young and old -the office goers, college students and friends who simply come together to catch up with each other at various cafes and tea rooms in Calcutta. There's a storm in every cup of tea and every sip is a revolution in the making.

Describe the brief from the client
Kolkata is a huge market for tea where branded and unbranded teas vie for attention. Doloo Tea Co. (India) Ltd. wanted to be noticed in this market. Doloo Tea Co. (India) Ltd. had nothing new to add. Their tea was as refreshing as any other available. To get noticed, the company wanted a campaign which was as refreshing as their tea.

Describe how you arrived at the final design
In Kolkata tea stalls are hotbeds for debates and discussions. Over cups of tea debates brew at tea stalls, cafes, college canteens and restaurants. It is almost a cultural phenomenon. The phenomena of a ‘storm over a tea cup’ triggered the idea of exploring the role played by tea during major wars. The campaign took its cues from vintage war propaganda posters and paintings that captured the period when the wars were fought. The poster campaign brought alive the role played by tea during World War II, the Bolshevik Revolution and the Opium Wars.

Give some indication of how successful the outcome was in the market
The posters were placed at tea stores, cafes, college canteens, restaurants and other hangouts of the young and old. They caught the attention of people immediately and became a talking point. People asked for copies of the posters put up. In fact many posters went missing from their location. Along with the missing posters of course there was a sudden spurt in enquiries made regarding Doloo tea both in local media and at offices of tea agents.