Jivraj9, a tea company, has started a campaign that emphasizes the importance of people’s 75-year struggle as the unifying force for a varied country like India. Since 2007, “Sangharsh Ka Saathi” has been a brand campaign. DDB conceived it with an award-winning advertisement. Zero Gravity Communications expanded the brand concept for Pratik Gandhi’s depiction of the individual battle in 2021.
Once more using “Sangharsh Ka Saath” as the main theme for these 75 years, Zero Gravity Communications has woven a rich tapestry of narrative. 75 years after our initial struggle for freedom, we are still fighting, albeit for different causes and motivations. Sharad Kelkar is the campaign’s spokesperson. The promotion is presently running in movie theatres, on Facebook, Instagram, and YouTube.
Jivraj Tea Ltd.’s executive directors Pathik Shah and Rushabh Shah remarked, “We are fortunate to be a part of a varied country like India, where residents of different castes, creeds, and religions have been coexisting for decades. A cup of Jivraj9 is the one thing that unites these folks from all walks of life in sharing their journey despite their varied difficulties. In India, chai is more than just a drink; it also evokes strong feelings.
Independence Day is an appropriate time to honor Indian residents’ tireless efforts, which have helped to rank our nation as one of the world’s fastest-growing economies.
As the founder of Zero Gravity Communications, Khushboo Solanki Sharma stated, “As a premium brand, the notion of fostering relationships through tea has been at the heart of all Jivraj9 advertisements.
To reinforce the relevance of “unity in difference” as the distinctiveness of our country, this campaign fuses the idea of Indian diversity with the challenges of individuals. A strong vocal and spectacular images bring the idea to life.
I’ve always found Jivraj 9’s campaigns to be heartfelt and inspirational, and I’m honored to be a part of the “Sangharsh ka Saathi” journey. remarked Roop Naik, the TVC’s director
The “Sangharsh ka Saathi” campaign seeks to draw attention to the everyday struggles of an Indian citizen as the unifying factor amid this diversity. The Roop Naik-directed, the one-and-a-half-minute film depicts the contemporary problems of an Indian citizen. It also makes an effort to start a conversation about some of the current and historical issues that our country is facing.
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