India boasts the world’s second-largest population of workers. The lives of such men and women don’t follow the generic 9 to 5 cycle. Instead, workers have to pour blood and sweat for as long as 16-17 hours on a daily basis. Given such heavy workload, the workers barely get any time for entertainment. Chakra Tea, a renowned tea brand, has emerged with an initiative called Chai-Fi aimed at making the tea breaks of workers more joyous.
The idea is simple, yet its impact is profound. As depicted in the digital campaign by Dentsu Webchutney, Chakra Tea installed a wi-fi enabled kettle at the tea stalls frequented by workers. So, on top of sipping their tea, the workers indulged in leisurely activities on the internet. Some listened to their favorite songs, while others streamed movies on their smartphones. Some workers even communicated with their families via internet-based calls.
In a nutshell, Chai-Fi was able to serve joy along with every served teacup. We feel that this initiative has transformed the concept of tea breaks for the better. It works so well because it has its roots in compassion!
Brand: Chakra Tea
Agency: Dentsu Webchutney