J. Walter Thompson and Laojee promote harmony and togetherness among Sri Lankan families

Popular tea brand Laojee recently launched a television commercial that evoked the genuine qualities associated with the brand, whilst also imparting a subtle social message of inter-racial marriages which remain a sensitive issue in South Asia, often considered taboo amongst conservative families in Sri Lanka and neighbouring countries.

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This 120-second commercial depicts a newly married couple, a Muslim girl and Sinhala boy who are expecting their first child. When the boy’s parents visit them, it becomes clear that the couple has married against their parents’ wishes. The girl in the commercial is seen brewing Laojee tea for the in-laws. As the air fills with the aroma of Laojee tea, it exudes a mood of warmth. Reflecting the brand purpose of brewing togetherness, the daughter-in-law takes a cup of Laojee tea to her father-in-law who is waiting outside the home, despite knowing that he may not be pleased to interact with her. As he sips the tea appreciatively, it instantly puts him in an amiable mood and he promises to visit again the next day. By accepting the cup of tea brewed by his daughter-in-law reflects his acceptance of their marriage and desire to come together as a family unit at last.

The TVC exemplifies the brand’s position of bringing people together but has taken a bold step to do it through a story that is considered controversial. While inter-racial marriages are not uncommon, they can create great tension in families to the point that it creates rifts in an otherwise highly family-oriented culture.

The strong production values of the TVC and the impeccable casting together make for emotional viewing, which makes it much more than a mere commercial. The creators place the narrative over the brand, which is brought in discreetly as the cup of tea that binds. In the TVC, the brand is a mere bystander that plays a small but very necessary role in the unfolding story. The piece is filled with brand cues, for example, the use of red, but the brand appears only once, and yet leaves no doubt that the commercial is from Laojee.   

In fact, the strong emotional connect the TVC has forged with viewers is reflected in the fact that is the fastest Unilever video in Sri Lanka to reach 2.5 million viewers.

The commercial has recorded an organic view rate of 31% for a branded video and the lowest digital investment to achieve 1 million views for a branded video. Further, the post reached 2.5 million people. In total, the video reached 848,000 unique viewers and 1.2 million views. The tight editing of the video and the warmth of the emotions in the commercial has made the Laojee TVC qualitatively the most positively engaged Facebook video for a Unilever brand ever.

Mihira Kulatunga, Category Head of Beverages & Water, Unilever Sri Lanka, said, “At Unilever we believe in creating purpose driven brands and powerful marketing mixes that address a need. The Laojee commercial is another leap in that direction. The Laojee commercial is exceptional, in that, it prompts a conversation into the status quo on ethnicity and relationships, while simultaneously narrating a story that is hopeful and warm. The brand plays the part of an “unassertive catalyst” that prompts a small act of kindness. The JWT team and the director has wonderfully crafted the commercial in a way that this expression kindness and acceptance is not marred by the social controversy that surrounds it. I personally believe that the commercial goes a little further than being just cut through to being consequential. Bringing families and people together over a cup of tea is at the core of Laojee’s values and this message has been evocatively brought out by JWT’s creative team. The brand message is so simple yet direct and relatable that it has caught the imagination of viewers, making it one of our most successful Unilever videos in Sri Lanka.”

Prageeth Maniyangama, Creative Director, J. Walter Thompson Sri Lanka, said, “Laojee commercials continue to break new ground in emotional and public service messaging. From the popular ‘rosa’ thematic that celebrated Sri Lankans’ positive disposition to the present- day commercial based on Sri Lankans’ love of family, Laojee will continue to bring families and people together over tea. From the creative angle, we were totally focused on bringing out the message that Laojee is loved by all communities across race, age, gender or religion.”

Credits –

Brand Manager, Laojee: Aadhil Asver