MUMBAI: AVT Premium Tea, a brand that enjoys leadership status in Kerala and Tamil Nadu, is being strengthened through a commercial created by FCB Ulka Bangalore.

The commercial is a nice portrayal of how the brand is passed on from one generation to the next, drawing a parallel to how the mantle of responsibility for the house is passed on from one generation to the next.

AVT Consumer Products general manager - marketing Debendra Prasad M, said, “In the new commercial, the brand helps forge a bond between a mother and her new daughter-in-law, with the former handing over the tea to her daughter-in-law."

The TVC captures the changing hues of the mother-in-law & daughter-in-law relationship, and dwells on how today the two generations are forging new bonds and coming together in friendship. The brand marks the blossoming of this bond between the two generations.

FCB Ulka Bangalore national creative director Mahendra Bhagat said, “The best way to demonstrate how a taste has in some sense, stood the test of time, is to show how generations have enjoyed it."

FCB Ulka Bangalore vice president Menaka Menon said, “Given the context of how relationships are evolving and changing in today’s world, the brand had an opportunity to become a sort of relationship marker. AVT in the new ad becomes representative of the passing on of the mantle of responsibility from the mother to her daughter-in-law."