Chakra Tea: Chai-Fi

Tea brand Chakra Tea differentiated itself from local and international competition with an innovation aimed at Indian workers.

Campaign details

Brand: Chakra TeaAgency: Dentsu WebchutneyCountry: India

Challenge and business objectives

Chakra Tea is a renowned tea brand in Central India, a lucrative market given its market size.

The brand caters to a wide audience with its range of teas, but in 2018 its turf was under threat from both international and regional players. While international players had deep pockets to create noise in the market, regional players used competitive price tactics to their advantage.

In such times, Chakra Tea wanted to show its audience that it is not just any other tea brand,...

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