Chakra Tea has supplied workers in India with 50 kettles that convert the energy from the boiling process into power enabling wi-fi connectivity, so that they can connect online while on work breaks.
Digital agency Dentsu Webchutney is responsible for the ‘Chai-Fi’ initiative. The agency said it was “not a big budget marketing campaign but a guerrilla one”.
Co-founder and chief creative officer at the agency Sudesh Samaria explained the concept: “Tea is such an integral part of our lives that it is difficult to think of it in a new light.
“Our team identified an opportunity to make these tea-breaks even more refreshing, by creating a kettle that generates wi-fi when heated.”
Meanwhile, Chakra Tea managing director Priyank Khandelwal welcomed the approach from the agency. “The category is dominated by big names,” he said.
“For a brand like us to stand out, innovation is critical. Chai-Fi is one such innovation. It brings joy into people’s lives while opening up a world of possibilities.”
And Dentsu Webchutney chief creative technologist Gurbaksh Singh added: “Technology can solve all our problems, big or small. This is a simple yet innovative idea that combines the trend of free wi-fi with the human desire for information and entertainment.”
Chief creative officer: Sudesh Samaria
Chief creative technologist: Gurbaksh Singh
Creative directors: Manjeet Singh and Vishal Sagar
Senior art director: Sachin Kumar
Associate art director: Purwa Chauhan
Associate creative director: Hemant Kumar
Production: Akshay Raheja and Sumantra Talukdar