Chakra Tea Print, Digital Chai-Fi, 1 by Dentsu Webchutney

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Chai-Fi, 1

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Industry Coffee, Tea, Breakfast Drinks
Media Print, Magazine & Newspaper, Digital, Interactive & Mobile
Market India
Agency Dentsu Webchutney
Chief Creative Officer Sudesh Samaria
Associate Creative Director Purwa Chauhan
Creative Director Vishal Sagar, Manjeet Singh
Art Director Sachin Kumar
Released July 2018

Credits & Description

Campaign: CHAI FI

Brand: Chakra Tea

Agency: Dentsu Webchutney

Country: India
Chief Creative Officer: Sudesh Samaria
Chief Creative Technologist: Gurbaksh Singh
Creative Director: Manjeet Singh and Vishal Sagar
Creative Supervisor: Akshay Anand
Art Director: Sachin Kumar
Associate Art Director: Purwa Chauhan
UI Lead: Hemant Kumar
Production: Akshay Raheja and Sumantra Talukdar
Published: June 2018
India is home to the second largest population of workers in the world. Workers toil for 16-17 hours a day to make ends meet. Tiring nature of their work barely leaves space for anything in their lives. Away from their families, friends and social circle, these workers lead a hard life with no joy or happiness.
To address this issue, Chakra Tea – a popular brand in central India has launched an initiative. Aptly called, Chai-Fi, the initiative brings moments of joys to tea-breaks by adding wi-fi. Not just any wi-fi, a wi-fi powered by tea.
Sudesh Samaria, Co-Founder and Chief Creative Officer, Dentsu Webchutney, said, “Tea is such an integral part of our lives that it is difficult to think of it in a new light. Our team identified an opportunity in the tea-breaks and made these breaks even more refreshing by creating a tea-kettle that generates wi-fi when heated. We call it Chai-Fi.”
The innovative tea-kettle was distributed at tea stalls popular with the workers. Many such tea-kettles were distributed. As the kettle was heated to make tea, it also generated wi-fi that was made available to workers for free. They used the free wi-fi to connect to their favourite videos, music, movies, sports, news shows and even family members.
Chai-Fi seems to also answer the question of last mile connectivity. It holds the promise of bringing more people to the internet while serving as a model for more such frugal innovations.