In the ever-evolving landscape of wellness and self-empowerment, Tetley Green Tea Immune, a prominent green tea brand in India, has taken a bold step with its latest campaign – “I am more than my nickname.” Building upon the success of its previous #everyBODYcan initiative, this new campaign delves into the impact of seemingly harmless nicknames based on body types, encouraging individuals to prioritize holistic well-being over external labels.
Tetley Green Tea’s Campaign: Unpacking the Stereotypes
The heart of the campaign lies in challenging the endearing yet unwarranted nicknames that people often receive based on their physical appearance. From childhood, individuals may be affectionately called ‘Golu,’ ‘Teeli,’ or ‘Ladoo,’ but what may seem harmless can inadvertently contribute to a culture of body shaming. Tetley’s campaign sheds light on the potential harm caused by such nicknames, emphasizing that a name should not define one’s abilities or overall fitness.
The Power of Internal and External Fitness
Tetley’s commitment to holistic well-being is evident in its approach to both internal and external fitness. The campaign urges individuals not to be constrained by their nicknames, emphasizing that true fitness goes beyond surface-level appearances. By incorporating the message of feeling fit from the inside out, Tetley encourages a shift in perspective, challenging societal norms and biases associated with body types.
Empowering Personal Stories
The campaign unfolds through a powerful narrative, focusing on the life of a woman nicknamed ‘Golu.’ From childhood to adulthood, Golu faces societal judgments based on her body type and nickname. However, she defies expectations and achieves her goals, sending a resounding message that #everyBODYcan. The storytelling emphasizes the impact of nicknames on self-belief and the importance of breaking free from societal constraints.
Overcoming Biases and Stereotypes
Tetley’s campaign addresses the biases that arise from seemingly adorable nicknames, showcasing how these labels can inadvertently lead to body shaming. The film concludes with a rallying cry from women of diverse body types, holding placards with their nicknames, asserting, “My Body Can, Your Body Can, Every Body Can.” This collective declaration challenges the stereotypes associated with physical appearances, reinforcing the idea that individuals are more than their nicknames.
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Expert’s perspective on Tetley Green Tea Campaign
Talking about the film, Puneet Das, president- packaged beverages (India and South Asia), Tata Consumer Products, said, “We constantly innovate to bring differentiated offerings such as Tetley Green Tea Immune with added Vitamin C range. In the second edition of our #everyBODYcan campaign, we highlight the stereotypes that may seep in through ‘adorable sounding’ nicknames that are based on certain body types and are inadvertently given to the kids which would then become labels that they may live up to, affecting their confidence. This campaign yet again urges people to look beyond the body types/ surface level fitness and believe in themselves by focusing on feeling fit from inside out.”
Arpan Bhattacharyya, head of creative, Lowe Lintas (South), said, “Golu, Teeli, Laddoo – each is a harmless nickname, inspired by a certain body type. Kids are identified by these nicknames. But these nicknames can become identities in themselves as well. A “Golu” loves to eat. But can’t run fast. A “Teeli” is petite. But can’t lift weights. And so on. Regardless of how true these typecasts are or how fit the owner of the nickname is or isn’t. We wanted to urge women to be more than their nicknames. Because being fit isn’t only about looking fit.”
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Conclusion
Tetley Green Tea Immune’s “I am more than my nickname” campaign stands as a powerful testament to the brand’s commitment to holistic well-being and self-empowerment. By addressing the impact of seemingly harmless nicknames, Tetley encourages individuals to break free from societal constraints, embrace their true capabilities, and redefine the meaning of fitness. In a world often preoccupied with external labels, Tetley’s campaign serves as a catalyst for a paradigm shift towards recognizing the inherent strength within every individual, regardless of their body type or nickname.
Agency Credits:
Agency: Lowe Lintas, Bangalore
Production Credits:
Production House: Superfly Films
Director: Kopal Naithani
