Jossbox Curates Guinness World Record-Breaking Concept Tetley’s Super Green Tea Launch

Marketing | February 20, 2017 | News

Tetley's Jossbox DOME@NSCI

Jossbox, a leading digital media and content agency showcased their innovative prowess through a recent Zumba event which broke the Guinness World Record for most number of people wearing capes during Boomerang, a Zumba concert specially conceptualized for the launch of Tetley Super Green Tea by Tata Global Beverages. The launch campaign was designed around Tetley Super Green Tea’s brand messaging targeting Everyday Superhumans – keeping this in mind, the launch played on the Super Green Tea campaign that sees brand ambassador, cricketer Saurav Ganguly wearing a cape in a bid to bring out his everyday superhuman.

The aim was to execute a high energy, memorable event that drove home the dual messaging of green tea’s association with health and fitness while also highlighting the brand campaign which invites people to bring out their inner superhumans in any way they can.

The concert was led by Shwethambari Shetty, India’s foremost Zumba expert and the co-founder of Tribe Fitness. The on-ground event will also be amplified through digital content pieces executed by Jossbox.

Talking about the association, Omer Basith - Director, Jossbox said, “We are thrilled to introduce this unique campaign – Everyday Superhumans for Tata Super Green Tea.  The campaign is bold and allowed us to strongly engage with potential consumers in a fun and collaborative way instead of going the route of standard, vanilla FMCG product launches. We needed a connect to Super Green Tea and the TG via something they identify with and hence the idea for a Zumba concert. The idea of having everyone wear capes comes from that of superhumans, and we wanted this to be a visual spectacle to drive home engagement and brand recall – Tata Global Beverages Limited was game to try something unconventional, so it was a win-win for all!” 

Rishi Chadha, Head - Tea Marketing, Tata Global Beverages said, “At Tata Global Beverages, the consumer is at the heart of everything we do and Tetley Super Green stands true to this testament.  With the range of Tetley Super Green Teas, we are giving people added benefits in their cup of green tea – making it truly super. In today’s world, people are constantly faced with Super Human expectations and could use a boost to live up to it all. This new offering celebrates the spirit of Everyday Super Humans and today’s GUINNESS WORLD RECORDS® achievement is only the beginning of this product’s journey in India. We were very happy to partner with Jossbox on this record breaking event."

The event took place on February 15 at NSIC Dome, Mumbai.

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