TEA INDIA

Background

With its vibrant blend of spices, Tea India’s chai offers more than just a tea break – it’s a full glass of glass half-full experience. 

Whether it’s morning, afternoon, or evening, it’s distinctly flavourful chai’s range from sweet Masala Chai to spicy Ginger Chai that bring a boost of positivity, warmth, and a touch of escapism. 

Objective

Strengthen Tea India’s brand identity beyond products and reach new audiences.

Brand positioning

In a sometimes cruel and uncaring world, Tea India is at the heart of contemporary compassion and friendliness.

Strategy

Recruit women who recognise and value being nice to others.

Activity

Chai To Be Kind.

Through a mixture of launching our very own research into acts of kindness (which can be as simple as making someone a cuppa), bolstered by a collaboration with a leading Neuroscientist, an event, influencer drops and a whole bunch of social noise, we delivered:

• 28 pieces of press coverage, reach of 2.4m
• Influencer event created 37 pieces of content, reach of 670.7k
• Mailer drops to 19, 23 pieces of content, reach of 833k
• Partnerships with Nicole Vignola, Women Who Walk & Katlin Colucci, resulting in 10 extra pieces of content, with a combined reach of over 500k

Sunny Side Up says

“Tea India is on the up. Thanks to great products and smart segmentation, targeting and positioning; we are helping to build a campaign which consumers and trade are responding really positively towards and which is seeing distribution widen, alongside reach and frequency growth.

“The brand is now leading the rapidly-growing chai segment, one of the few growing parts of the wider tea sector and is set for even more significant growth in the next few years.”

Nick Woods, Strategy & Creative Director