<b>Campaign Logic:</b> Hero-ising a healthy beverage

Tetley's ad claims vitamins-filled Super Green Tea can help one live up to superhero expectations

Brand: Tetley

Budget: Rs 10-12 crore

Agency: Mullen Lintas

Green tea is not everyone’s cup of tea, given its health connotations which resonate with a strict regimen few may genuinely wish to embrace. This is precisely also why as a product category, it offers enormous scope for the advertiser to promise healthy living. Or, as Tetley has done with its new advertisement, promise healthiness reserved for those with “superhuman” capabilities.

The television commercial features Saurav Ganguly as himself, in a light-hearted take to show how the newly launched Tetley Super Green Tea is filled with