HOW THE STORM HELPED THE INDIAN TEA ASSOCIATION POPULARIZE TEA AMONG THE YOUNGER GENERATION.

• CLIENT : Indian Tea Association
• MEDIUM : On-Ground

BRIEF:

Get youngsters to embrace tea as a lifestyle beverage

IDEA:

We wanted to present tea as a fashionable and healthy drink and introduce youth to the finer nuances of the beverage. This is why we created India’s first tea carnival, ‘Chai Ho Jaye’ in various colleges. The aim was to bring back the romance of tea drinking and create a fun-filled ambiance around tea to attract the younger generation.

EXECUTION:

We created a 3-day carnival. The set-up was divided into three zones, each with a different tea flavour and matching decor theme. The most popular area was the tea mocktail bar, where a tea mixologist was creating innovative tea drinks for the crowd. That's not it! To get a cup of tea, guests had to win vouchers by participating in different games and tea trivia sessions. The event ended with a flash mob, where the tea leaves-wearing performers danced to the tunes of various tea songs.

OUTCOME:

Over 3 days of action, hundreds of students came to the stall, tasted various tea flavors, and participated in fun activities. Sampling, awareness, and product usage were the key metrics.