Product / ServiceTEA
CategoryA02. Ambient media: small scale (incl. premiums and giveaways)
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 Creative Director
Shante Lee Yolk/At)grey 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
Ernest Tey 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

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.

Creative Execution

A relaxing cup of tea and a wonderful story to pore over – it's a joy every tea lover indulges in. It was this truth that inspired the creative idea. It was relevant to both the client and the target audience because the audience the client wanted to attract immediately identified with the insight and gravitated towards the idea.

Describe the creative solution to the brief/objective.

Manjushree Tea Stories - a bespoke collection of short stories and poems. Penned by some of the most renowned wordsmiths in the region, every story reflected the character, style and flavour of a particular Manjushree tea. Special packs were designed to resemble a book. Each came with sachets that 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.


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.