Jivraj 9 – Sangharsh Ka Saathi (Pratik Gandhi, Sharad Kelkar)

Jivraj 9 is a legacy tea brand based in Surat. Renowned for its unwavering commitment to exceptional quality, consistency, and an extensive range of tea varieties, it has transcended into a household name. Jivraj 9 enjoys a formidable presence in the retail market and boasts a global footprint, exporting its tea to over 30 countries worldwide.

During the COVID pandemic, we aimed to convey Jivraj 9’s underlying philosophy. We revisited our messaging, “Sangharsh Ka Saathi,” and decided to infuse fresh inspiration into it. However, we established a crucial principle for ourselves: we would not confine our narrative to the pandemic’s hardships and negatives but rather celebrate the indomitable spirit of resilience, endurance, and genuine humanity.

It was unanimously agreed that our storytelling would center around tales that inspire many. We sought to transform individual struggles into wellsprings of motivation. Thus, we embarked on the creation of a brand film, with Pratik Gandhi’s story serving as the inaugural instalment of this series. Subsequently, the second film in the Sangharsh Ka Saathi series was launched on Independence Day in 2022. This film sheds light on the everyday challenges faced by the people of India and showcases how Jivraj 9 stands as a steadfast companion in their struggles.

These films strengthened Jivraj 9’s market identity by maintaining narrative consistency, fostering emotional connections, and highlighting positivity during challenging times. By portraying Jivraj 9 as a steadfast companion during life’s struggles, we established tea as more than just a product—it becomes a source of comfort and support, strengthening the emotional bond with its customers and fostering lasting loyalty.