THE REFRESHED CHAI POINT BRAND.
The entire brand strategy that would work at two levels.

The larger Chai story that would focus on the mother brand Chai Point. Using the pivot of owning the ritual of chai by making it - Authentic & Real. Contemporary & Cool, we built a strong story for the brand centrered around the core idea of 'India Runs on Chai'.

A product brand story that would build off the core Chai Point idea. Borrowing the ethos of the chai rituals and extending it to the product brand and all consumer engagements through the idea of
'The Good Habit'.