BY ALI NAQVI –
In communal living human relations are not as complex as we think, they are even more than we could imagine. Latest TVC by Tapal Danedar ‘Tum mein aur aik cup chai’ picks a thread out of intricately entwined human relations and weaves it into a TVC.
From the sunrise to the sunset life is a constant struggle for survival. One day ends and soon we have to prepare ourselves for the challenges of the inevitable tomorrow. A tomorrow which is elusive and keeps its distance from the today like two parallel lines that are destined never to meet. So the vicious cycle of life goes on unabated. It seems that there is no respite from this hectic dull routine. Tapal Danedar attempts to break the monotony with ‘Tum mein aur aik cup chai’.
‘Tum mein aur aik cup chai’ is a simple idea which is also deep and meaningful at the same time. The current TVC directed by Asim Raza featuring Syra Shehroz and Ahmed Ali Akbar, after laying out everything right, takes the wrong turn. An insight that highlights the negativity of ‘Saas-Bahoo’ relationship. The creative agency, IAL Saatchi & Saatchi, could have took the creative license to turn the insight into something positive.
The situation is extremely common that makes it something we can all relate with. Coming back from work, tired. In such a situation Chai becomes relevant and so is Tapal Danedar. The first shot shows Ahmed Ali complaining about a tough day at office. Similarly the wife at home had had a bad day too, why, because her Saas (Mother-in-Law) was there to ruin it for her.
Most Saas-Bahoo relations are shrouded and immersed in misgivings, intolerance and selfishness. But that is just a perception. It does not mean that every such relationship would be like that. It would have been better not to divulge the negative insight. What makes it much worse is that we don’t get to see the Saas which had supposedly spoiled her day that gives the impression that every Saas is like that.
It is an extremely risky communication strategy as it is likely to offend all women who are mothers-in-law and they may not opt Tapal Danedar.
Rule of thumb; never build a communication on negative and unhealthy social norms. One logical progression of the ad could be on the insight that a housewife’s life at home is as tough as a husband’s at the office and they both need a good cup of tea to make their day.