2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

A look into the life of a young skateboarder in Dubai about to head out to the skatepark in his fresh brand new Converse X Project Chaiwala custom Chuck Taylors. On his way, he stops by Project Chaiwala to pick up the usual cup of karak tea on his way to the park. The skater then proceeds to practice new tricks at the skatepark.

Cultural / Context information for the jury

TERMINOLOGY: - Chai: Tea - Chaiwala: Tea Maker (like a barista) - Karak: Tea CONTEXT: Project Chaiwala is a social enterprise that developed a modern take on the traditional Indian tea, Chai Karak. Karak tea was brought into the UAE in the 1960s as part of their rituals, which was quickly adopted by the local culture, making a stable drink throughout the years. Karak tea consumption is enjoyed by all nationalities and ages that live in the UAE. To the point that the youth compete in knowing where the best tea spots are at. Project Chaiwala was started by two young best friends (an Emirati and an Indian nationals) as a social enterprise that supports the local farmers in India. They built the business out of their passions. Hip Hop culture, Emirati culture, Indian culture, and street culture making the brand a hit amongst the UAE youth.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

1. If your parents think it’s dope, it's dead. 2. You can't fake the funk. If you do, you get cancelled & called out. 3. Purposeful local brands are loved. 4. Karak is a staple that is enjoyed by all ages, nationalities, and backgrounds. 5. Exclusive sneakers are coveted 6. Disappointed by lack of collaborations between global and local brands. 7. They want to export their culture to the world in their way. 8. They yearn to own a statement piece that theirs and their culture's. 9. They respect and love brands that truly engages with and nurtures their culture 10. Most importantly, culture is made by those in it.