This launch was special. Because it was about special chai, that too, instantly. A wishful thinking for most. You see, we love our special chai. From mother’s home-made special chai to the special cutting chai served with that familiar endearing smile by the tea-stallwallah near the office building. Thing is, we like to have it at different times through the day, or the urge may hit at odd places (mostly when travelling). It’s our recharge mechanism. But the problem is, it’s not readily available, and what is generally made available is not worth a sip.

Society Tea spent an insane amount of time and resource at their state-of-the-art facility to get ‘that special chai’ just right in under a minute.

We designed the packaging and we also included a measuring cup for water because the right amount makes for that special chai. The print, outdoor and radio generated awareness. The online films and social media threw a challenge. Microsite is where the challenge played out. And the packs are flying off the shelves.