For over three decades, Tulsi has been the preferred choice of many households, but has been predominantly a regional player. Now with a new and refreshed packaging it also wanted to revamp its creative strategy. Taking a cue from the 'new' of packaging and new outlook of the brand, we created a campaign that reflected the new aspirations of the women in India, thus creating a strong TG connect. Equating the brand with a new age woman, we developed creatives that highlighted women as the hero who is more stronger, confident and taking on new roles. We showed a brand that talks of a more empowered India, where every sip of Tulsi tea has the power to bring a NEW change.