O&M, Lowe to give Indian tea an image makeover.
Economic Times (New Delhi, India), February, 2006
Feb. 23--KOLKATA, India -- Indian tea is going for an image makeover. And the Tea Board has roped in Ogilvy & Mather (O&M) and Lowe India to impart a contemporary look to the brew.
Basudeb Banerjee, chairman of Tea Board of India, told ET: "The campaign would be aimed at the youth. The idea is to establish tea as a 'cool, hep and yuppie' drink in domestic and international markets."
O&M has been assigned to spearhead the campaign in the domestic market. Lowe India, on the other hand, has been given the mandate to promote Indian tea in the global markets.
Piyush Pandey, executive chairman and national creative director of O&M, who once worked as a tea-taster, has taken personal initiative to work out the ad campaigns.
"Piyush has the...
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