Tea brand Jivraj9 has launched a social media campaign encouraging youth to spend more time with their fathers and open a dialogue with them. The campaign is based on the lack of time and increasing disconnect in the father-children relationship. It has been conceptualised by Zero Gravity Communications, India’s leading integrated communication consultancy. The campaign is currently live on YouTube and Instagram
“Today’s hectic life and realigning priorities of GenZ leaves little time for them to spend with their fathers. The campaign encourages the youth to spend more time with their fathers, whether over a cup of tea or otherwise. As a brand, we always strive to touch upon the theme of strengthening bonds over a cup of tea, and we thought Father’s Day is an apt occasion to convey this message on the father-kid relationship,” said Mr Pathik Shah and Mr Rushabh Shah, Executive Directors, Jivraj9
“The campaign aims to highlight the increasing distance between father and kids due to changing priorities in today’s world. Credit goes to our team #theideapeople for conveying this message beautifully through a meticulously-crafted ad film,” said Khushboo Solanki Sharma, Co-Founder, Zero Gravity Communications
The campaign consists of a three-minute-long film which asks the youth how much time they spend with their fathers. Almost all kids in the film are unanimous in that their fathers are busy and spend less time with them than during their childhood days. The latter part of the campaign surprises the youth by making them listen to the recordings of their fathers’ messages for them. Most fathers say that they are aware of the dreams and ambitions of their children and are striving hard to connect with them by staying updated with the current trends such as reels and films. In the end, the campaign encourages Gen Z to spend more time with their fathers over a cup of tea. The campaign strikes an emotional chord with the audience through its unique messaging and delivery.
