Campaign details
Brand: Project Chaiwala Brand owner: Project Chaiwala Entrant company: Leo BurnettIdea creation: Leo Burnett Dubai Market: United Arab Emirates Sector: Hot drinks Media channels: Word of mouth, Influencers, KOLs, Point-of-purchase, In-store, Merchandise & free gifts, Packaging & design, Online videoBudget: Up to 500k
Executive summary
In UAE’s tea category (dominated by goliaths), Project Chaiwala (a small homegrown brand) focused on growing with Indians and Pakistanis.
To earn attention and growth, we looked at an untapped cultural passion and cultural tension in the...