‘A lot can happen over tea’- should ideally be ‘A lot happens over a cup of tea’. A shift from a mere potential possibility to a surety of promise. Both phrases might seem clichéd, but history suggests that tea has been the silent witness to many a momentous event long before the aroma of coffee tantalised Indian senses. And mind it- this is not about a fight between coffee and tea drinkers. Both are equally fascinating drinks in their construct, variation, connoisseur POV and the way they act in your system.
Personally, I’ve witnessed the magic of networking fostered over smoke, tea, and coffee. These moments of togetherness and conversations served as social media before the digital age. The conversations flowed freely, secrets were exchanged over sips, rumours were shared, and many plans were hatched over cups of tea.
Tea: The Core.
Tea holds a special place in the hearts of Indians, and before someone points out, it is more dominant in northern India than in southern India. However, one can safely say it has a deeper penetration in the south than coffee has in the north.
Indians (worldwide) cherish its aroma, savour its simplicity, and delight in its numerous variations, from ginger-infused brews to spicy masala blends and even the unconventional addition of cardamom, butter and salt!
We all know the power of ‘chai-paani’ in navigating social situations and getting a favourable deal.
Brands Celebrate Tea.
Indian brands have capitalised on cultural affinity and history. It is one category where communication has always remained grounded and resonates deeply with the audience’s collective experiences. From Tata to Bagh Bakri, Society to Brooke Bond, each brand has told stories that mirror our lives, conversations, and emotions. Here, I am not referring to Tata’s bold and powerful ‘Jagoo-re’ campaign, which has much life left, and current times are best for its revival and association.
Take, for instance, the Brooke Bond Red Label advertisements. These vignettes depict quintessentially Indian scenarios: strangers bond over tea in hospital corridors, suspicions are quelled over train journeys, and the aroma of brewing the drink draws together neighbours.
There is no lack of product-brand stories across other categories. But somehow, the Tea tales stand out. While there may not always be a twist in the tale, the emotional resonance is palpable, thanks to the actors’ impeccable casting, direction, and performance, coupled with stories that are from everyday life.
The brand communication remained true to basics even when it raised questions, tried to break stereotypes or spotlighted possibilities. Its earthiness and relatability have always been high.
Surprisingly, it is one category where multiple brands are great storytellers.
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Have a tea.
So why delay? Grab a steaming cup of tea and let the magic unfold. In the end, it’s not just about the beverage—it’s about the connections we forge and the stories we share over that humble cup of tea. May the brands keep sharing such endearing stories.
BLOG 23/2025/1081 . Please subscribe to my weekly update. Follow on Twitter S_kotnala. And if you wish to connect, email me.
