Dilmah has launched a new national brand campaign that “brings to life” the values that have defined the brand for generations: purpose, provenance and an enduring commitment to real tea.

Produced by Toybox NZ, the campaign features two distinct film executions, each reflecting a core pillar of the Dilmah story.

The first execution, ‘Elephant’, speaks to Dilmah’s long‑standing commitment to purpose beyond profit. Through evocative storytelling, the film nods to the brand’s conservation and humanitarian ethos.

The second execution, ‘Generations’, celebrates Dilmah’s heritage as a family‑owned tea maker. Featuring Dilmah CEO Dilhan C. Fernando alongside his son Amrit, the film reflects the passing of values, knowledge and responsibility from one generation to the next, underscoring Dilmah’s stewardship of tea from grower to cup.

Toybox NZ Executive Producer Nanette Miles says Toybox wanted the work to feel honest and grounded, drawing on Dilmah’s values rather than inventing new ones.

“Elephant and Generations have different creative angles, but together they express the depth of purpose and heritage that sits at the heart of the brand,” she says.

The media strategy and buying have been managed by RCJ, delivering a screens led approach across broadcast television, BVOD and YouTube, supported with social storytelling. The campaign will run nationally throughout winter, with a focus on high‑quality viewing environments.

Dilmah Head of Marketing Shamil De Dodwell says this isn’t a brand that needs to shout to be noticed.

“Our role was to place the work in environments that reward craft and attention,” he says.

“In a category often known for cheap blends and commoditised products, Dilmah stands apart for its dedication to quality and the taste of Single Origin Ceylon Tea, a hallmark the brand is famous for.”