To enter the Gujarat market we wanted to create some sort of disruptive relevance. And it had to start with the pack design.
So we called it Cha. It’s quite literally the translation for ‘tea’ in Gujarati.
Just like most Indians, Gujaratis love their ‘cha’ very much.
We felt that if they warmed up to the name and gave it a try, the product will do the rest.
And we created an outdoor campaign with just one line across (Ahmedabad and Vadodara) where the Brand Name completes the sentence.
It simply reads – You will like Cha.
The initial reports suggest people are.