Imagine the wind blowing in your hair while you drive past the many shops and traffic lights in the city, only to come to a staggering halt in the face of mini-boards and bill-boards that hang around the cosmopolitan like a curtain. National Fruitily, the countless Iftar Deals, the “exclusive” eid exhibitions and Lipton – Mega Daane, Mega Taste. Your mind wants to snap shut but can’t. This has to be some kind of a prank. Is tea really being advertised owing to the strength of its Daane? Thoughts about oversized pimples come unbidden to mind. Daane. Ow.
Besides, whoever knows anything about tea beans? A quick internet search would tell you that even Google hasn’t heard of them. Even considering the fact that Pakistan has become the place where the impossible happens, talking about tea beans is taking things a bit too far.
Tea is an essential part of not just our routine but our lifestyle. It’s no longer just a beverage. You seek tea the moment you enter your work place, the moment you binge at a dinner (which happens often) and whenever you think you are going to lose it at someone.
While it’s true that the aforementioned has been used as a concept by a number of tea brands and Lipton itself has come out with really memorable ads (Remember, Chaye Chahiye?), a new ad campaign should have been a welcome change considering the enormous run that the old jingle has enjoyed. Unfortunately, the Mega Daane, Mega Taste has instead of engaging the local community established Liption as a brand that is aloof and distant from what the consumers want and understand.
If one really thinks all it takes to succeed in the ad world is a portrait of a woman enjoying a cup of tea and a tagline boasting about how mega your beans are, you really need better research or maybe just a new ad agency.