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It could have been expressed better.
It could have been expressed better.

Spot Light | Tang

The brand's previous positioning was better

Losing the tang


Swapan Seth is the national creative director, chairman and chief executive officer of the advertising agency Equus Red Cell. He has 20 years of experience in advertising and has worked with brands like Taj hotels, Deutsche Bank and Tata Steel, among others—Seth has also done some work with a unit of HT Media Ltd, which publishes Mint.


Fruit-flavoured beverage Tang’s Mummygiri campaign by Bates CHI & Partners shows a bunch of children protesting in front of their mothers, chanting “mummygiri nahin chalegi", as they seek a deal on dividing study and play time. The mothers give in, and the children have one more demand—they want to drink Tang daily before their study hours. The mothers give in to this demand as well, highlighting Tang’s “fruit" benefits.

Your first thoughts on the campaign?

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Floydian: Swapan Seth.

Does the concept of “protest" become more relevant to the end consumer in the current scenario (for more relevant social causes, that is)?

Protest is part of a larger social language. I am not so sure if it is a part of children’s behaviour these days. Children make their point without protests or mass protests for sure or maybe my children and their friends are better behaved. Tang as a “deal sealer" is an interesting proposition. It could have been expressed better.

How would you compare this to the previous Tang campaigns?

Evidently, brand managers have changed or account planning directors have. From fires-you-up “Tang rang de", this one is a complete shift. I prefer the previous positioning. The content of the brand in terms of minerals and vitamins resonates more in the earlier execution and proposition. Plus, rang de is also a skilful way of suggesting colours/flavours. This one loses all of it.

What would you have done differently?

I would have built on the “rang de" proposition or looked at “deal sealing" through a narrative of negotiation rather than protest. In my estimation, too many brands are visiting Jantar Mantar these days.

Any other ad in the fruit-based beverages category that you think stands out, both internationally and domestically?

None in the beverages category causes any seismic activity in my mind but yes, the Wrigley’s Juicy Fruit—There’s A Much Juicier Chew (ad) was quite lovely.

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