Chaayos redefines the quotidian ‘Chai Break’ with their rebranding

• Chaayos launches a new campaign to position itself as the ultimate chai break join.
• Motherland provided strategic direction behind the rebranding exercise "Relax" and Wondrlab drove the creative mandate of the integrated campaign.

People all over the world have been drinking ‘chai’ for thousands of centuries, and for good reason. Numerous studies have shown that a variety of teas may boost your immune system, fight off inflammation, and even ward off cancer and heart diseases. While some brews provide more health advantages than others, there’s plenty of evidence that regularly drinking your favourite cup of chai to relax can have a lasting impact on your wellness. Even the biochemistry of relaxation tells us since ancient history that chai has a calming and relaxing effect on the mind apart from other health benefits. Given this as a foundational concept, Chaayos has launched an integrated campaign #RelaxwithChaayos. The OOH and digital campaign plans to redefine and take the quotidian “Chai Break” to the next level.

The new brand campaign aims to position Chaayos as a sensorial place where tea aficionados and customers can visit, unwind, relax and walk out refreshed to take on the rest of the day. More than a place to work out of or have investor meetings in, Chaayos wanted to be a place where people come to chill, to take away the physical and mental pain caused by work stress, FOMO, screens, etc. with just a sip of a warm cup of your “Meri wali chai”. That is the sole strategy of the brand, to be a click away for a customer to give them their well-deserved chai break whenever and wherever they want it, customized exactly to their needs. Because, Chai + Snacks = Relax. In fact, 91.5% of Chaayos customers have chai and snacks together.

"We believe that with increasing stress levels and overstimulation in our lives, what we really need is a chai and snack break to help us relax. Scientifically also it is proven that tea contains catechins called EGCGs which help people calm their nerves and reduce stress levels. This was the origin of our approach for our latest 'Chai + Snacks = Relax' brand campaign for Chaayos," says Raghav Verma, Co-founder of Chaayos.

Motherland provided strategic direction behind the rebranding exercise "Relax" and Wondrlab drove the creative mandate of the integrated campaign.

Talking about the Chaayos mandate, Rakesh Hinduja, Co-Founder & Managing Partner – Content Platform, Wondrlab, said, “Welcome to Chaayos! Again, a special win! We are always on a hunt for opportunities that break the set protocol and bring in change that upgrades the lives of people. In a country with a strong chai culture, Chaayos is bringing revolutionary upgrades via technology and experience. With our platform-first approach and open-minded clients, we look forward to creating some wonderful work for the brand.”

Since its inception, Chaayos has served millions and leverages deep tech to personalize chai in over 80,000 different ways. Chaayos' Omni channel approach and tech allow it to stay true to its core value - customer-centricity. A consistent product and a seamless ordering experience across channels, be it when you’re dining-in or ordering from the comfort of your home or their D2C channels. Their innovative heat-retaining flasks in which the chai is delivered at the comfort of your home is just one example of the experience Chaayos wants to offer to all its customers to relax truly - warm, cool and deep.

Chaayos has 140 operational cafes across Delhi NCR, Mumbai, Pune, Bengaluru, Chandigarh, Hyderabad, Chennai and Karnal. And they plan to have 175 stores up and running by the end of this financial year.