Art of Advertising

That tea for Trump video? It was made by an Indian agency for an Indian client

A smart attempt to build a brand by gently mocking Donald Trump.

Play

Seen this video gently mocking the likely Republican Party candidate for the US elections, Donald Trump? You probably have by now.

It took five months of pitching, planning and execution for a Bangalore-based agency to pull off the tea-stunt that could well have stumped Donald Trump. In the news for the “most audacious campaign” of their professional lives, the guys at Fisheye Creative Solutions say they were rather lucky to have an “incredibly gutsy client in Te-a-me”, a Kolkata-based tea company.

Talking to Scroll.in about how the campaign was put together, Creative Head Orko Basu said: “It was a multi-city, international effort to deliver the tea. Given Donald Trump's profile, security was intense.”

The brief was simple. Says Basu: “Te-a-me has a range of different teas for different needs. Our task is to raise awareness about the various flavours and various benefits.”

A team from India flew to the US and worked in tandem with local talent to put together the campaign, which was executed in a week's time.

The video, shot at various iconic locations in New York city, shows a Indian woman on giant display screens exhorting Trump to drink the tea, even as sari-clad women deliver a large box of tea bags (6,000 of them) to Trump's security. Men and women cheer the Indian woman as she talks about how the tea could clear his head and heart with a handful even joining in the chorus: “Trump, drink the tea.” After all, as the campaign says, “If we cannot stop him, we can surely change him.”

Says Basu: “Being a political subject, there were other concerns as well. It was difficult to find partners to take on the risks of being associated with a project as provocative as this one. And in the end, Fisheye itself organised the delivery and produced the film, putting together a team of the ballsiest and most passionate people that we’ve ever worked with.”

The most controversial figure in the US right now may not be the most popular guy in NYC. It did complicate matters for the team, which says it has received an “overwhelmingly positive response” to the campaign, along with a few “hateful threatening comments” . To be fair, Trump's team did allow the delivery to be made and to be filmed – even if it was on the basis of the adage that all publicity is good publicity.

We welcome your comments at letters@scroll.in.
Sponsored Content BY 

Changing the conversation around mental health in rural India

Insights that emerged from discussions around mental health at a village this World Mental Health Day.

Questioning is the art of learning. For an illness as debilitating as depression, asking the right questions is an important step in social acceptance and understanding. How do I open-up about my depression to my parents? Can meditation be counted as a treatment for depression? Should heartbreak be considered as a trigger for deep depression? These were some of the questions addressed by a panel consisting of the trustees and the founder of The Live Love Lough Foundation (TLLLF), a platform that seeks to champion the cause of mental health. The panel discussion was a part of an event organised by TLLLF to commemorate World Mental Health Day.

According to a National Mental Health Survey of India 2015-16, conducted by the National Institute of Mental Health and Neurosciences (NIMHANS), common mental disorders including depression, anxiety disorders and substance use disorders affect nearly 10% of the population, with 1 in 20 people in India suffering from depression. The survey reported a huge treatment gap, a problem that is spread far and wide across urban and rural parts of the country.

On 10th of October, trustees of the foundation, Anna Chandy, Dr. Shyam Bhat and Nina Nair, along with its founder, Deepika Padukone, made a visit to a community health project centre in Devangere, Karnataka. The project, started by The Association of People with Disability (APD) in 2010, got a much-needed boost after partnering with TLLLF 2 years ago, helping them reach 819 people suffering from mental illnesses and spreading its program to 6 Taluks, making a difference at a larger scale.

Play

During the visit, the TLLLF team met patients and their families to gain insights into the program’s effectiveness and impact. Basavaraja, a beneficiary of the program, spoke about the issues he faced because of his illness. He shared how people used to call him mad and would threaten to beat him up. Other patients expressed their difficulty in getting access to medical aid for which they had to travel to the next biggest city, Shivmoga which is about 2 hours away from Davangere. A marked difference from when TLLLF joined the project two years ago was the level of openness and awareness present amongst the villagers. Individuals and families were more expressive about their issues and challenges leading to a more evolved and helpful conversation.

The process of de-stigmatizing mental illnesses in a community and providing treatment to those who are suffering requires a strong nexus of partners to make progress in a holistic manner. Initially, getting different stakeholders together was difficult because of the lack of awareness and resources in the field of mental healthcare. But the project found its footing once it established a network of support from NIMHANS doctors who treated the patients at health camps, Primary Healthcare Centre doctors and the ASHA workers. On their visit, the TLLLF team along with APD and the project partners discussed the impact that was made by the program. Were beneficiaries able to access the free psychiatric drugs? Did the program help in reducing the distance patients had to travel to get treatment? During these discussions, the TLLLF team observed that even amongst the partners, there was an increased sense of support and responsiveness towards mental health aid.

The next leg of the visit took the TLLLF team to the village of Bilichodu where they met a support group that included 15 patients and caregivers. Ujjala Padukone, Deepika Padukone’s mother, being a caregiver herself, was also present in the discussion to share her experiences with the group and encouraged others to share their stories and concerns about their family members. While the discussion revolved around the importance of opening up and seeking help, the team brought about a forward-looking attitude within the group by discussing future possibilities in employment and livelihood options available for the patients.

As the TLLLF team honoured World Mental Health day, 2017 by visiting families, engaging with support groups and reviewing the successes and the challenges in rural mental healthcare, they noticed how the conversation, that was once difficult to start, now had characteristics of support, openness and a positive outlook towards the future. To continue this momentum, the organisation charted out the next steps that will further enrich the dialogue surrounding mental health, in both urban and rural areas. The steps include increasing research on mental health, enhancing the role of social media to drive awareness and decrease stigma and expanding their current programs. To know more, see here.

This article was produced by the Scroll marketing team on behalf of The Live Love Laugh Foundation and not by the Scroll editorial team.