Campaign details

Brand: Chakra Tea
Agency: Dentsu Webchutney
Country: 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, but a brand that really cares. It wanted to create a clear differentiation from other brands available.

Market background

India currently vies with China as the world’s biggest packaged tea market (household consumption). As reported by Mintel, in 2017 India consumed a total retail volume of 678,200 tonnes worth of packaged tea, followed by China in second place at 576,800 tonnes.