Chai Point, a basic yet innovative business offering high-quality, Indian-style, hot- piping tea, needed to craft engaging communication for point-of-sale interactions and social media platforms. The objective was to consistently pique interest and foster word-of-mouth marketing.
To resonate with the tender sentiments that Indians associate with tea, Chai Point adopted the messaging, ‘India runs on chai.’ This phrase purposefully embedded the beloved beverage into the fabric of the nation’s modern social and cultural milieu, reinforcing its significance in daily life.
Building on this foundation, the brand embarked on a creative journey to redefine the chai drinking ritual in this part of the world. Under the concept of ‘It’s a good habit,’ Chai Point aimed to inspire familiar associations with tea consumption. The communication visuals showcased people delightfully sipping tea while daydreaming, engaging in heartfelt conversations with colleagues, relishing tasty snacks, and immersing themselves in the soothing sounds of music—all accompanied by the hashtag #ItsAGoodHabit.
Through this approach, Chai Point not only celebrated the act of drinking tea but also highlighted the moments of joy, camaraderie, and relaxation that accompany it. By presenting tea as a conduit for human connections, the brand strengthened its emotional appeal, fostering a sense of belonging among its customers.
As a result, Chai Point’s communication strategy successfully resonated with people across the country enticing tea lovers. With compelling messaging and creative content, Chai Point positioned itself as more than just a chai seller—it became a cherished part of the daily lives of its customers, fostering a sense of community and camaraderie among urban Indians.