Project Chaiwala: Milaap – Two worlds divided by one sport, brought together by one blend

Tahaab Rais, Inaan Budhiraja

Project Chaiwala, a tea brand, blended two sets of tea leaves from India and Pakistan to create a new tea in the UAE to increase brand awareness and consideration.

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...

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