Zero Gravity communications, the agency behind the campaign was brought on board with digital mandates for the brand since 2020. While creating a digital roadmap for the brand, the agency conceptualized this reiteration of their existing positioning- “Sangharsh ka Saathi”. Pratik Gandhi, an acclaimed Indian actor with Gujarati roots is casted for the campaign. Pratik has his own struggle story of going from working as an engineer while managing his acting career, doing theatres, Gujarati movies to doing a critically acclaimed web-series. ZGC re-conceptualized Jivraj’s tagline – ‘Sangharsh ka Saathi’ and built it around Pratik’s real-life story
“Each life has its own journey with a distinct path and our brand is playing a tiny part in that journey. Tea is such an integral part of people’s life especially in India, & I am glad how we are successfully raising the bar with passing time by maintaining the particular quality & standards of aroma & taste.” says Pathik Shah, Executive Director of the Jivraj9 tea group.
“Jivraj9 tea has always stood by and respected individuals and communities who have come out victorious from difficult situations. All our communication and campaigns so far have been around the same ideology. We salute the individual journey and that makes us a true Sangharsh ka Saathi” quotes Rushabh Shah, Executive Director of Jivraj 9 tea group.
Khushboo Sharma, Director of Zero Gravity Communications says, ‘Pratik Gandhi has been widely acclaimed nationwide for his recent web series but the grind behind it is unknown and it depicts the tagline – “Sangharsh ka Saathi”. While working on this concept we couldn’t think of a better fit to start our first campaign in this series. The additional aligning factor was Jivraj9 and Pratik Gandhi both come from Surat. Going forward we will be looking at building more such stories and weaving our brand communication around it.’
Jivraj 9 Tea group, with being a well-established & leading Tea brand in Gujarat, with a strong presence in Maharashtra, Goa, Tamil Nadu, Karnataka, Rajasthan, etc nationally and exports in the UK, USA, New Zealand, Canada, South Africa, Australia, etc internationally. Jivraj9 recently launched Green tea Cava, while having a varied range like premix, instant mix, special tea blends and value-added tea. While going strong on retail and modern trade Jivraj9 has been easily accessible on online marketplaces.
TVC is produced by Cineman Productions Limited.
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