Jivraj9 has rolled out a new television commercial positioning its Masala Tea as the answer to inconsistent home brewed chai. Rooted in the insight that every household follows its own masala chai ritual, the campaign underscores the challenge of achieving the right balance of spices in every cup.
The film opens on a morning scene in which a young woman struggles to pound whole spices, visibly frustrated at not getting the proportions right. Veteran actor and brand ambassador Neena Gupta enters the frame, half awake, gently chiding her for disturbing the balance of her sleep. The granddaughter quips back that she is equally troubled by her inability to strike the right balance in her chai.
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Gupta then introduces Jivraj9 Masala Tea as a convenient solution. The young woman prepares a fresh cup using the packaged blend and, after a sip, expresses satisfaction at the improved flavour. The film concludes with Gupta’s sign off: “Jivraj9 Masala Chai, Masale ka perfect balance.”
Speaking about the latest TVC, Pathik Viren Shah and Rushabh Viren Shah, Executive Directors, Jivraj9, said, “Masala chai is a dear element for Indian households. More than a beverage, a cup of masala chai is deeply connected to conversations of depth and connections. However, achieving the perfect spice balance consistently can be taxing. With Jivraj9 Masala Tea, we have introduced a unique blend that delivers that accord seamlessly. With the new TVC, we aimed at bolstering our motto of delivering a perfect balance of masalas in every cup.”
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