Tea brand Jivraj9 has rolled out a campaign ‘Sangharsh Ka Saathi’, highlighting the role of 75 years of struggle of citizens as the binding factor for a diverse nation like India. The campaign was first conceptualised by DDB. In 2021, Zero Gravity Communications extended the brand message for the portrayal of individual struggle with Pratik Gandhi. This year, Zero Gravity Communications has taken ‘Sangharsh Ka Saath’ as the central theme for this 75 years with Sharad Kelkar as the voice of the campaign. The campaign is currently live on Facebook, Instagram, YouTube and movie theaters.
For Pathik Shah, executive director and Rushabh Shah, executive director, Jivraj Tea Ltd, Independence Day is an apt occasion to pay tribute to the relentless struggles of Indian citizens who have made India among the fastest-growing economies globally. “We are blessed to be a part of a diverse nation like India, where citizens of all castes, creeds and religions have been living together for decades. These people from all walks of life share different struggles and a cup of Jivraj9 is that one constant in sharing this journey. Chai is not just a beverage but a powerful emotion in India,” he added.
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