Why is this work relevant for Media?

This work is specifically made for the brand and one of its core audience. It creates a media where none exists. The media is specifically relevant to the audience and holds a dear place in their lives. It is a whole new way of looking at media as it creates a relation not just communication.

Background

Chakra tea is one of the leading names in UP. It caters to SEC B and C. The brand’s success can be estimated by the fact that there are over 50 lookalike brands in the market. There is a second set of regional brands that try to lure consumers on the basis of pricing and offers. And the brand faces threat from multinational players who need no introduction and have deep pockets to run mass media campaigns. Objectives This initiative was started with following objectives: a. To create brand love for the brand b. To delight the core audience by making tea breaks more refreshing c. To be seen as an innovative brand in the tea category d. To generate and create loyalty by creating clear brand differentiation

Describe the creative idea/insights (30% of vote)

We figured out that workers take 4-5 tea breaks during the day. It is the only time when they relax and get some time for themselves. After speaking to a lot of them, we realised that after a hard day, they don’t have energy to do anything once they get home. They have no place for entertainment in their lives. To make tea breaks more refreshing, we created Chai-Fi. An innovative tea kettle that generates wi-fi when heated to make chai. It simply turns heat into electricity that powers a wi-fi. The free wi-fi enabled workers to connect to news, sports, movies, music and even their families. Chai-Fi redefined the tea breaks by giving it more meaning. Workers started looking forward to the breaks even more. 100 such tea-kettles were distributed to tea sellers who registered a considerable increase in business.

Describe the strategy (20% of vote)

Strategy was simple. We needed to create a clear differentiation for the brand. And we decided to show people that Chakra Tea is a brand that cares and is highly innovative too. It is also keeping up with times. We created an innovation to impact lives of two of our target audience group and then created a video to showcase it to the rest of our audience and the world. This was to help us achieve brand love, clear differentiation from regional players and highlight the brand’s commitment and capability to multinational players.

Describe the execution (20% of vote)

Chakra Tea launched an innovative tea kettle that is now being distributed at tea stalls popular with workers. As the kettle is heated to make tea, it also generates Wi-Fi that is then made available to workers for free. They use the free Wi-Fi to connect to their favourite videos, music, movies, sports, news shows and even family members. Chakra Tea has supplied workers in India with 100 kettles that convert the energy from the boiling process into power enabling wi-fi connectivity, so that they can connect online while on work breaks.

List the results (30% of vote)

117 Kettles deployed. 103,000 + Workers Connected to Chai-Fi. 30 Million Minutes of Content Consumed PR worth 7 Million INR 13% growth in sales

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Currently, India is home to the second largest population of workers in the world wherein workers toil for 16-17 hours a day to make ends meet. Consequently, the tiring nature of their work barely leaves them with any time to enjoy anything else in their lives. Away from their families, friends and social circle, these workers lead a hard life with no joy or happiness. The only time they get is during the tea breaks spread through the day. Tea breaks add moments of joys in their lives when they take rest and spend time with each other. Chakra Tea identified that these moments happen over tea and decided to own these moments by making tea-breaks even more refreshing. Also, to be noted that worker population and tea sellers are an integral part of Chakra Tea’s audience.