Tata Tea Agni has rolled out a campaign 'Josh Jagaye Har Roz' (get excited every day), to celebrate homemakers' tireless spirit and unwavering energy.

Conceptualised by Monks India, the ad campaign, featuring a film, honours the relentless dedication of homemakers who work tirelessly around the clock to nurture and support their families' dreams. It depicts a homemaker who rises before dawn, driven by unmatched energy, to support her family's aspirations. Her unwavering commitment and vibrant spirit are captured with the quote, "Itna Josh Kahan Se Laati Ho? Tabhi to tum Agni kehlati Ho," (Where do you get so much enthusiasm from? That's why you are called fire) bringing to life the story of every homemaker as the backbone of the family who ignites their energy daily.

What we think about it: While the ad film compellingly honours the relentless spirit of homemakers with an energising tribute, it reinforces the narrow stereotype of women solely as homemakers. While impactful in its celebration, the ad could benefit from a broader perspective on the roles and contributions of women. It could have also highlighted the role of fathers actively participating in household chores and supporting their families.

Puneet Das, president, packaged beverages, Tata Consumer Products, said, “Tata Tea Agni is one of the largest brands under the Tata Tea portfolio, with a national presence. This new campaign is our effort to celebrate the homemakers in India who are also our core consumers. The energy and 'josh' of a homemaker is boundless and depicts the spirit of brand Agni—the 'josh' within. This TVC is a salute to all homemakers for the special role they play in our lives.”