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 it did. So we followed up quickly with the follow-up campaign. This time again we fused the pack design in the communication. It simply reads – I loved Cha.