The Task
The Task was to create a regional communication that tugs at the heartstrings of the small towns (and the big cities) of Maharashtra.
We wanted to create a communication that talks about the legacy of the brand – its strong bond with its customers over the last 30 years. We wanted to do so through a relatable story, a strong insight…where the brand is not a force-fit but is naturally weaved into the story.

The insight
Something very familiar from an old time, when it interacts with you in a present and relevant context, it can suddenly fill your mind with long-forgotten memories.
A familiar smell…a familiar taste can do that.
The strong (Kadak) taste of Society Tea is one such bond.