2013 Winners & Shortlists

Execution

Objective Brooke Bond Red label tea, a brand very popular with Indians, wanted to promote tea to Indian expats during one of the world’s most popular shopping events, the Dubai Shopping Festival (DSF). Our objective was to attract our target audience and sample tea. Indian expats miss everything about home. We worked on this insight and took a non-traditional approach of a stunt that brought the tea experience from India to Dubai. Ambient execution At a DSF venue, we specially created and placed a mobile tea stall similar to the one Indians see on streets back home. We then got their attention with a typical, Indian tea seller or a Chai Wallah, who called out “Chai..Chai..Chai” and entertained people by doing popular ‘chai/tea stunts’ – pouring tea from one cup into another, which can sometimes be up to a metre long! We even sampled tea in the customary earthen teapots, which had a branded sleeve. The Chai Wallah caught people by surprise, as they had never expected to see something like this in a cosmopolitan city like Dubai. This stunt gave Indian expats an opportunity to re-live an experience they miss from back home.