Making tea cool

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We needed to get young people to choose tea over coffee when they were out and about with friends.

We realised that socialising isn’t necessarily a happy occasion - not with all the anxieties of modern life. So we found a way to talk about the calming and soothing properties of tea over the buzz of caffeine.

I was inspired by real anecdotes to write these ads for the Tea Board Of India. For the art direction, we went minimal and on trend (for the time). My AD painstakingly created these tea stains and photographed them.

This is my first ever campaign in advertising. I include it here for nostalgic reasons, and because I still like it. I think it works even now, because we still have dramas in our interactions, and feel that tea can fix things.

Let’s put the kettle on.