Society Tea has rolled out a film celebrating the iconic 'Chai Chai' phrase used by tea vendors at railways stations and in trains.
Conceptualised by Black Swan Life the film is for Society Tea's 'One Minute Tea' range. It shows different people humm the 'chai chai' phrase that one associates with train journeys. It's based on the insight that travellers would look to their halt at the station to hear the sing-song sales pitch of the tea vendor for a refreshing cup of the special tea. With travel having been reduced due to the pandemic, Society Tea wants to convey the message that anyone can enjoy a special cup of flavoured tea with its 'One Minute Tea'.
Karan Shah, director, Society Tea, said, “Tea to Indians is not just a beverage, it is a habit embedded into life. Most of us want to have our special chai in a moment’s notice but usually that’s not possible. One Minute Tea is an outcome of this need for a special cup of chai that anyone can make. And what better way to convey this than juxtapose the very memorable call for chai at train and bus stations against people of all ages.”
Agency: Black Swan Life
Team: Sukumar Menon, Naisho Abraham, Ameya Soman, Prathyush Menon, Nimisha Gaurishankar, Dheeraj Sahay
Production house: Film Dojo)
Director: Arun Francis
Producer: Murali Govindan