MUMBAI: Ogilvy Mumbai makes the most of Society Tea’s brand new campaign and proves that it is indeed ‘masaledar’ even when it comes to its advertising strategies. Society Tea has launched a new campaign ‘Masala Nahi Toh Mazaa Nahi’, which revolves around every Indian’s love for cinema and chai.

With its latest masala tea TVC, Society Tea beautifully balances the emotions between our country’s two favourites — cinema and chai. And what better way to do it than the quintessential ‘Dadi Ma Ki Masala Chai’. The campaign is a 360-degree campaign with presence across digital, outdoor, print and television.

Riding on the strategy of this campaign, Shemaroo Entertainment tactically took over a Society Tea outdoor in Mumbai with a guerrilla campaign. The Shemaroo outdoor ad goes on to agree with Society Tea outdoor to say,‘Toh masala chai ke saath ek masala movie ho jaye?’.

Shemaroo being a multi-genre content provider brings alive the desi way of ‘unwind and chill’ for its viewers through their pure masala content. They promise to deliver masaledar joy to their viewers in whatever way they seek. Shemaroo claims to know the content that truly brings cheer and joy to Indians anywhere in the world. It brings entertainment - with a generous dose of Indian tadka.

While the Society Tea ad reveals the perfect recipe of Indian Cinema along with the recipe for the perfect masala chai, Shemaroo gives it a nod of agreement and invites audiences to watch Shemaroo’s Indian cinema content.

Shemaroo as a brand believes that nothing adds flavour to Indian entertainment like the masaledar movies filled with over the top action sequences, drama, dance numbers and quirky dialogues. Just the recipe for perfect masaledar Indian cinema with a cup of masala chai served on the side.