Ad Campaigns
Tata Tea Gold’s launches new campaign ‘Dil Ko Na Kahoge To Pachhtaoge’
MUMBAI: Tata Tea Gold has launched a new campaign this New Year, highlighting the idea of ‘dil ko na kahoge to pachtaoge’.
The TVC, conceptualised by MullenLowe Lintas Group, narrates the story of a young girl, who is offered a job in a different city. Her heart is set on it as it would mean a better career, but her father insists that she tries for the same company in their own city. While the daughter is in a predicament, the mother understands her dilemma and tries to cheer her up with a cup of Tata Tea Gold. The daughter refuses the tea initially but after getting a whiff of the ‘irresistible aroma’ of Tata Tea Gold being made, longs for the tea, her heart so wanted. What if it’s the same story with this job offer, her mother asks? What follows is the decision the daughter makes to take up the job offer, as she listens to her heart – with an irresistible cup of tea, regaling her senses and inspiring her to leave all regrets behind.
Shedding some light on the concept MullenLowe Lintas group chairman and chief creative officer Amer Jaleel said, “While this film shows a young woman struggling to listen to her heart about a career choice, it’s a film that speaks to so many of us. Replace career choice with relationship choices, life choices, or any other choice that each and every one of us has made, to only regret it later, and we have a film that speaks to each and every one of us. That is the beauty of this insight and the film. Of particular importance, is the role of the mother. Like all mothers, the mother in the film also knows what her child wants, and knows that she will regret it if she doesn’t listen to her heart. Using a simple analogy of a cup of Tata Tea Gold, its tempting aroma and taste, she guides her daughter to listen to her heart, and not have any regrets.”
Tata Global Beverages marketing head Puneet Das said, “Both, desire and regret, are emotions which dwell in the heart. It’s the heart that wants, and when we don’t listen to our heart’s desire, we regret it. Almost all of us will have stories to tell when it comes to ‘regret’ and ‘not following our heart’. We have leveraged this basic human insight to take a refreshed look at our ‘Na kahoge toh pachhtaoge’ platform of Tata Tea Gold, and evolved it to create an emotional narrative around following your heart with this film “Dil Ko Na Kahoge To Pachhtaoge”. With a simple storyline, the TVC addresses the perennial dilemma between the head and the heart that transcends the boundaries of age and time.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
