Product / ServiceTEA
CategoryA04. Publications
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE


Name Company Position
Ali Shabaz Grey Group Singapore Chief Creative Office
Low Jun Jek Yolk/At)grey Singapore Creative Director
Shante Lee Yolk/At)grey Singapore Art Director/Designer
Teo Yu Ling Yolk/At)grey Singapore Art Director/Designer
Siong Chung Hua Yolk/At)grey Singapore Copywriter
Karn Singh Grey Group Singapore Copywriter
Marina Lim Grey Group Singapore Art Director
Tan Giap How Grey Group Singapore Art Director
Bobby Koh Grey Group Singapore Production Manager
Justine Leong Grey Group Singapore Account Director
Madina Kalyayeva Grey Group Singapore Account Manager
Felix Wang Felix Wang Digital Imaging Digital Imaging Artist
Harpi Sim Nemesis Pictures Photographer
Sean Ng AMOK TV Singapore Director
Cinzia Crociani Grey Group Head Creative Group Head

Brief Explanation

The objective was to reach out to people in an interesting and engaging manner. The challenge here was that since India is a tea-drinking nation, the idea had to exude an air of elegance and class and separate the classes from the masses.

The Brief

Manjushree, producers of fine teas in India, wanted to strengthen its relationship with existing patrons whilst offering new consumers an engaging way to interact with the brand.

How the final design was conceived

Manjushree Tea Stories is a bespoke collection of short stories and poems. Penned by renowned wordsmiths of the region, every story reflected the character, style and flavour of a particular Manjushree tea. But instead of regular storybooks, special packs were designed to resemble a book. Each came with 10 sachets. And every sachet carried a short story or poem. To reveal the story, one had to remove a teabag from the sachet and dip it into a hot cup of water with the wrapper placed over it. Once the hot steam made contact with the wrapper, the story was revealed.

Indication of how successful the outcome was in the market

The idea was so well received that within only a matter of days, all the limited edition Tea Story books were sold out. Word spread far and wide amongst the target audience and the demand for re-prints started pouring in on a daily basis. Grey