People all over the world have been drinking ‘chai’ for thousands of centuries, and good reason. Numerous studies have shown that a variety of teas may boost your immune system, fight off inflammation, and even ward off cancer and heart diseases.
While some brews provide more health advantages than others, there’s plenty of evidence that regularly drinking your favourite cup of chai to relax can have a lasting impact on your wellness. Even the biochemistry of relaxation tells us since ancient history that chai has a calming and relaxing effect on the mind apart from other health benefits.
The campaign positions Chaayos as a positive mood agent driving customers to truly unwind, mentally and physically, following this simple equation: Chai + Snacks = Relax. The Biochemistry of Relaxation augurs the genesis of new brand definition for Chaayos.
Given this as a foundational concept, Chaayos – the world’s most tech-enabled food brand and India’s largest chai start-up have launched an integrated campaign #RelaxwithChaayos. The OOH & digital campaign plans to redefine and take the quotidian “Chai Break” to the next level.
The new brand campaign aims to position Chaayos as a sensorial place where tea aficionados & customers can visit, unwind, relax and walk out refreshed to take on the rest of the day. More than a place to work out of or have investor meetings in, Chaayos wanted to be a place where people come to chill, to take away the physical and mental pain caused by work stress, FOMO, screens, etc. with just a sip of a warm cup of your “Meri wali chai”.
That is the sole strategy of the brand, to be a click away for a customer to give them their well-deserved chai break whenever and wherever they want it, customized exactly to their needs. Because, Chai + Snacks = Relax.
91.5% of Chaayos customers have chai and snacks together.
“We believe that with increasing stress levels and overstimulation in our lives, what we need is a chai and snack break to help us relax. Scientifically also it is proven that tea contains catechins called EGCGs which help people calm their nerves and reduce stress levels. This was the origin of our approach for our latest ‘Chai + Snacks = Relax’ brand campaign for Chaayos,” says Raghav Verma, Co-founder of Chaayos.
Motherland provided strategic direction behind the rebranding exercise “Relax” and Wondrlab drove the creative mandate of the integrated campaign.
Talking about the Chaayos mandate, Rakesh Hinduja, Co-Founder & Managing Partner – Content Platform, Wondrlab, said, “Welcome to Chaayos! Again, a special win! We are always on a hunt for opportunities that break the set protocol and bring in change that upgrades the lives of people. In a country with a strong chai culture, Chaayos is bringing revolutionary upgrades via technology and experience. With our platform-first approach and open-minded clients, we look forward to creating some wonderful work for the brand.”