). Do NOT load it separately. --> 01 THE BRIEF Established in 1898 in Sangli, GS Tea has a legacy built on authentic taste and a deep connection with Maharashtra. The challenge was to strengthen the brand’s presence across the state while staying true to the qualities that had defined it for generations. Eggfirst set out to develop a brand proposition that brought together the brand’s heritage, authentic taste and the unmistakable attitude of Maharashtra. The objective was to create a memorable advertising campaign that honoured the brand’s origins while giving it a contemporary identity that consumers could connect with. HOME CASE STUDY GS TEA: ASLI SWAAD, ASLI ANDAAZ GS Tea: Asli Swaad, Asli Andaaz S H A R E L E T ' S TA L K Start your brand story Share your details and our team will get back to you shortly. Full name * 10-digit phone number * Email address * Message (optional) Okay, Aaiye, baat aage badhate hain! I consent to sharing my information to help get things rolling. Your details are in safe hands. Submit ↗ BRAND GS Tea MARKET Regional CAMPAIGN Integrated Campaign 02 THE CHALLENGE 03 THE STRATEGY Contact About Services Work Careers Chalo Bharat 04 CAMPAIGN EXECUTION TVC Showcase Hero Campaign Film Featuring Sai Tamhankar, the GS Tea advertising campaign brings “Asli Swaad, Asli Andaaz” to life through Maharashtra’s culture, bold attitude, and visual storytelling. Regional Campaign Film Featuring Karnataka-inspired costumes and regional settings, the film strengthens GS Tea’s brand awareness through cultural authenticity and the “Asli Swaad, Asli Andaaz” proposition. Maharashtrachi Hasyajatra Collaboration The first TV collaboration was with Maharashtra’s Hasyajatra. The collaboration created a natural connection with the audience, with Sai herself being a judge on the show. Influencer Marketing Beyond the Usual “Kadak” Tea Conversation Tea advertising often competes on familiar promises of strength, boldness and kadak taste. But these territories offer limited opportunities to establish a distinctive identity. The bigger opportunity was to identify what made GS Tea different. With a history dating back to 1898, the brand had something powerful to build on: it was an original with a legacy of its own. The challenge was to translate this heritage into a relevant, memorable and culturally resonant proposition that could stand apart from conventional tea advertising. Instead of creating an entirely new brand personality, Eggfirst built on what was already authentic about GS Tea. The starting point was the idea of “OG” — the original, the real. A brand that had been around since 1898 did not need to claim authenticity; its legacy gave it a credible foundation. This thinking led to the campaign proposition: “Asli Swaad, Asli Andaaz.” The line connected two powerful brand truths: authentic taste and Maharashtra’s distinctive attitude. It gave the brand a space beyond the conventional “strong” or “kadak” conversation, creating a platform rooted in its heritage yet relevant to contemporary audiences. The strategy was brought to life through a modern Maharashtrian visual identity, combining traditional cultural cues with an unexpected, confident edge. A nav-vari saree, a Bullet motorcycle and the casting of Sai Tamhankar helped express the campaign’s spirit. Sai’s connection to Sangli,GS Tea’s birthplace, added another layer of relevance and authenticity to the campaign. V O I C E S T H A T M O V E A U D I E N C E S Influencer content extended the campaign to social media, bringing its central idea to audiences through relatable video content. The influencer reel complemented the wider communication, creating another touchpoint for the campaign message. Lokmat Shravan Sohala The campaign also extended to the Lokmat Shravan Sohala event, bringing the brand into an on-ground engagement setting. Through event branding, a GS Tea stall, audience engagement and a Ukhana contest, the activation connected the brand with consumers in a culturally relevant environment. 06 CLIENT TESTIMONIAL Hear It from the Client What Made This Advertising Campaign Work? C A M P A I G N V I S U A L S Event Highlights 0 3 / 0 4 G S T e a R E S U L T S Digital Campaign Performance 01 30.8 M+ I M P R E S S I O N S 02 21.1 M+ A U D I E N C E R E A C H 03 5.7 M+ V I D E O P L AY S 04 45 K+ W E B S I T E S E S S I O N S Client testimonial Quick Links Our Services Business Enquiry Parita Mehta HR Office 9th Floor, 901 Synergy Business Park, Sahakarwadi, Off Goregaon Mulund Link Road, Goregaon(E), Mumbai - 400063 CIN No. U74140MH2006PTC160356 ©2026 All Rights Reserved by Eggfirst Advertising and Digital Agency The GS Tea campaign succeeded by finding a distinctive position within a familiar product category. Instead of competing solely on conventional tea attributes, the campaign drew on the brand’s own history, origin, and authenticity. The lesson is simple: a strong brand-building campaign does not always need to invent a new story. Sometimes, the most effective strategy is to identify what makes a brand different and communicate it in a way people remember. 07 THE EGGFIRST APPROACH Building Brands Through Meaningful Stories For GS Tea, Eggfirst brought together brand strategy, creative storytelling, regional TVCs, influencer marketing and integrated campaign execution to translate a legacy into a contemporary proposition. As an advertising agency working across diverse consumer markets, Eggfirst believes effective brand building begins with identifying what makes a brand distinctive and turning that insight into a story people can connect with. For GS Tea, this meant celebrating its heritage while creating a relevant identity for contemporary Maharashtra. W O R K W I T H U S Build a Brand That Stands Apart Your brand already has something that makes it different. Let’s find it, shape it and turn it into a story people remember. W H A T W E D O Eggfirst | Building brands. Creating impact. GET IN TOUCH ↗ E G G F I R S T / B R A N D S T O R I E S Home About Us Services Blogs Contact Privacy Policy Strategy & Consulting Brand Building & Communication Digital & Experiential Digital Marketing Celebrity & Influencer Marketing +91 98707 87892 +91 98707 87883 ourword@eggfirst.com 022 4241 7200