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HomeThink TankCampaign DissectionChaayos Adds a Twist to Chai with #AisaBhiHoSaktaHai Campaign.

Chaayos Adds a Twist to Chai with #AisaBhiHoSaktaHai Campaign.

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What’s something that seemed impossible but turned out to be surprisingly impressive? It’s Chaayos’ new product “Chai Frappe”. Chaayos, a popular tea chain, has launched a new drink for the summer called the Chai Frappe, alongside a creative and refreshing advertising campaign with the tagline #AisaBhiHoSaktaHai (“this can also happen”).

Chaayos has dared to break the norms with their Chai Frappe, a unique and refreshing blend of the zesty chai flavor and the velvety texture of a frappe, which defies the traditional perception that chai can only be consumed hot. The #AisaBhiHoSaktaHai campaign is a tribute to creative thinking and resourcefulness, defying stereotypes and showcasing an innovative take on the Chaayos experience.

Chaayos, famous for its imaginative and distinctive tea varieties that cater to the diverse palates of tea enthusiasts all over India, has once again proved its dedication to redefining the traditional tea landscape with the introduction of Chai Frappe. This innovative take on the classic chai delivers a revitalizing and indulgent experience that is ideal for combating the scorching summer heat. The Chai Frappe is available in three delightful flavors: Caramel, Dark Chocolate, and Magic Spice.

In the spirit of embracing the unexpected, #AisaBhiHoSaktaHai campaign brings two short films that celebrate the magic of surprising moments. In the first film, two girls at Chaayos stumble upon an unexpected sight – three monks performing Tai Chi while holding chai cups. As they chat and sip on their Chai Frappes, they marvel at the possibility of “Tai-Chai” happening at Chaayos. The second film features an astronaut in his spacesuit standing in line for his cup of Chai, leaving onlookers puzzled. But his friend assures them that anything is possible, even the seemingly impossible combination of Chai and Frappe. With these films, the campaign inspires people to embrace new experiences and believe that #AisaBhiHoSaktaHai – anything can happen.

The masterminds behind this creative campaign are the folks at Wondrlab India. Their digital-led approach includes not only two short films but also a range of promotional and teaser campaigns that play with the element of surprise and the endless possibilities that come with it. From the unexpected combination of chai and frappe to the sight of monks practicing Tai Chi, the campaign reminds us that life is full of surprises, and we should always be ready to embrace them.

Chaayos’ latest campaign for the Chai Frappe is all about the unexpected, with their cheeky yet potent tagline #AisaBhiHoSaktaHai (which roughly translates to “this too can happen”). The campaign urges tea lovers to step out of their comfort zone and embrace new possibilities, all while enjoying the refreshingly innovative flavors of the Chai Frappe. With its lively visuals and playful tagline, #AisaBhiHoSaktaHai is a reminder that life is full of surprises and that we should never be afraid to explore the unexplored.

The co-founder of Chaayos, Nitin Saluja said, “We at Chaayos are thrilled to launch our newest product, the Chai Frappe, and our #AisaBhiHoSaktaHai campaign. This campaign aims to break free from the traditional stereotypes that limit our thinking, and encourages everyone to explore new horizons. Through #AisaBhiHoSaktaHai, Chaayos hopes to inspire their customers to challenge conventional thinking about chai and embrace new possibilities. The Chai Frappe is a perfect embodiment of this philosophy – a refreshing summer drink that blends two seemingly disparate elements to create something truly unique. The Chai Frappe is a testament to the brand’s commitment to innovation and excellence, and we believe it will be a refreshing treat for tea lovers this summer.

Amit Akali, co-founder and chief creative officer and Mandar Sawant, Content Director of Content Platform, Wondrlab said“The thrill started when we first tasted Chai Frappe ourselves and it totally amazed us. We wanted to create something as refreshing as the product itself, keeping the unique tone of voice of brand Chaayos that’s relatable and quirky at the same time. Our main campaign thought ‘Aisa Bhi Ho Sakta Hai’ allowed our imagination to go crazy and turn situations like monks performing ‘Tai Chai’ and an Astronaut landing at Chaayos into a reality.” 

Rishabh Dubey, Director on these films, adds “It was exciting to bring to life the whacky idea of characters like astronaut and monks inside the Chaayos cafe. It was also challenging to make them look as real as the drink, Chai Frappe itself.”

Chaayos has gone above and beyond with its #AisaBhiHoSaktaHai campaign, collaborating with a variety of Indian brands to inspire others to think outside the box and embrace the unexpected. Brands such as Sugar Cosmetics, My Glamm, and Colorbar have jumped on board, showcasing their own unique and surprising moments in their product offerings. The campaign has even inspired influencers to share their own #AisaBhiHoSaktaHai stories, proving that anything is possible if you’re willing to take a chance and explore new possibilities.

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