A “Golu” loves to eat. But can’t run fast. A “Teeli” is petite. But can’t lift weights… Tetley calls out body shaming with the #everyBODYcan campaign on the occasion of Women’s Day. The new campaign ‘I am more than my nickname’ reinforces the thought that ‘you are more than your body type.’ Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, says, “The correct way of looking at fitness should be more holistic. To cater to that notion, Tetley revamped its product with Vitamin C to combine the goodness of power, immunity, and green tea. The whole idea is about holistic fitness, where a person feels fit, and not just looks fit.”
Das comments on the green tea category and observes that consumers are seeking more health benefits. The category of green tea is growing with a lot of new variants and new flavours. Tetley has launched a couple of variants, including the mango and kahwa variant. Das reflects that the green tea category, which has people banking on it for short-term weight loss, is witnessing the celebration of people of all body types. The consumer is no longer sold on unrealistic promises; neither do the fit-looking models do anything for them as it is far removed from reality, observes Das. The first campaign was about women who may appear to be of a different body size. “People tend to judge very quickly on the basis of what one looks like. Fitness is not just about exercising in the gym. It’s about running after a school bus or playing a game.” says Das.
Considering that people tend to give “adorable” and “harmless” nicknames like golu, dabbu, and teeli, Tetley came up with this campaign to question body negativity and labels. “Labels sometimes affect a person’s confidence and self-belief; this campaign was inspired by this fact,” explains Das, adding that it’s a very empowering message because it helps the people challenge biases that crop up because of these nicknames.”
Arpan Bhattacharyya, Head of Creative – Lowe Lintas (South) commented, “To take forward the idea that feeling fit isn’t only about looking fit, we found an interesting insight in the endearing nicknames that people often bestow upon kids. Golu, Teeli, Laddoo – each is a harmless nickname, inspired by a certain body type. Kids are identified by these nicknames. But these nicknames can become identities in themselves as well. A “Golu” loves to eat. But can’t run fast. A “Teeli” is petite. But can’t lift weights. And so on. Regardless of how true these typecasts are or how fit the owner of the nickname is or isn’t. We wanted to urge women to be more than their nicknames. Because being fit isn’t only about looking fit. We hope this sequel serves as an empowering reminder to all the women that they are more than their body type and whatever be their nickname, they should believe that #everyBODYcan”.