Kyoorius Advertising Awards
Industry Craft

Family Heirloom
Brand: Society Tea
Client: Amar Tea Pvt Ltd
Entrant: Black Swan Life

Baby Blue Elephant

Entry Title:	Family Heirloom
Brand:	Society Tea
Client:	Amar Tea Pvt Ltd
Entrant Company:	Black Swan Life
Title:	Family Heirloom
Title:	Family Heirloom
Title:	Family Heirloom
Title:	Family Heirloom
Title:	Family Heirloom
Description:	Brief: The brief was to devise a name and create a launch campaign for pickles & chutneys under the banner of House Of Society which is an established F&B brand in India. The Challenge: To find a way to stand out in a very crowded mass category where people have strong likes and dislikes. Cultural context & Insight: In India Pickles & Chutneys have been an age-old accompaniment across the diversity of our cuisines. One can say that the meal is incomplete without the spicy-tangy taste of the pickles & chutneys. The house recipes are passed down generations. It’s almost always passed down from the Grandmother to the Mother to the Daughter. That’s why, the making of these special pickles & chutneys are ‘secrets’ held within the family, like a family heirloom. Idea: The idea is to show pictures from the yore, really far back...like from the late 1800s when photographs were a novelty. Photographs are a real, verifiable mode of documenting things, and the idea is to go back in time as much as possible to bring the ‘old tradition is still intact’ aspect of Spice Secrets. It has to come across like some photographer would have done a series about the kitchens of India during that time - all of them with a Mother and Daughter (relevant to our context).
Company Credits:	Black Swan Life
Individual Credits:	Sukumar Menon, Creative Head, Black Swan Life
Individual Credits:	Karan Shah, Director, Amar Tea Pvt. Ltd.
Individual Credits:	Naisho Abraham, Design Head, Black Swan Life
Individual Credits:	Ameya Soman, Sr. Design Director, Black Swan Life
Individual Credits:	Prathyush Menon, Sr. Account Manager, Black Swan Life
Individual Credits:	Rasika Banerjee, Brand Strategist, Black Swan Life
Individual Credits:	Amarendra Singh, Producer, Infamous People
Individual Credits:	Martin Prihoda, Photographer
Individual Credits:	Smriti Chauhan, Stylist, Infamous People