Chaayos, India’s largest tea chain, has introduced a new summer beverage called the Chai Frappe. This refreshing beverage boasts of a rare fusion of the kick of chai and the cool and creamy goodness of frappe, challenging the preconceived notion that chai should only be served hot.
The Chai Frappe is an inventive twist on the classic chai, providing a refreshing and indulgent experience that is perfect for beating the heat. Chai Frappe is available in 3 refreshing flavours – Caramel, Dark chocolate and Magic spice.
Nitin Saluja, Co-Founder, Chaayos said, “We at Chaayos are thrilled to launch our newest product, the Chai Frappe, and our #AisaBhiHoSaktaHai campaign. This campaign aims to break free from the traditional stereotypes that limit our thinking, and encourages everyone to explore new horizons. Through #AisaBhiHoSaktaHai, Chaayos hopes to inspire their customers to challenge conventional thinking about chai and embrace new possibilities. The Chai Frappe is a perfect embodiment of this philosophy – a refreshing summer drink that blends two seemingly disparate elements to create something truly unique. The Chai Frappe is a testament to the brand’s commitment to innovation and excellence, and we believe it will be a refreshing treat for tea lovers this summer.”
The product launch is being pushed by an equally uniqie digital campaign with the hashtag #AisaBhiHoSaktaHai. The creative campaign has been designed by Wondrlab India. The digital-led campaign includes two short films as well as multiple promotional and teaser campaigns that build on the element of surprise and possibilities.
Amit Akali, Co-founder and Chief Creative Officer and Mandar Sawant, Content Director of Content Platform, Wondrlab said, “The thrill started when we first tasted Chai Frappe ourselves and it totally amazed us. We wanted to create something as refreshing as the product itself, keeping the unique tone of voice of brand Chaayos that’s relatable and quirky at the same time. Our main campaign thought ‘Aisa Bhi Ho Sakta Hai’ allowed our imagination to go crazy and turn situations like monks performing ‘Tai Chai’ and an Astronaut landing at Chaayos into a reality.”
As an extension of the campaign, Chaayos has collaborated with several Indian brands including Sugar Cosmetics, My Glamm, Colorbar, The Hosteller, EazyDiner, Spotify, Bharat Matrimony, Wingreens, and more, encouraging them to showcase their own #AisaBhiHoSaktaHai moments in their product offerings. An influencer campaign has also been launched, sharing their real-life #AisaBhiHoSaktaHai moments, which they never thought were possible but made it happen.
Chaayos was founded in 2012 by Nitin Saluja and Raghav Verma and currently runs 210 stores across 7 cities. Chaayos is one of the most hi-tech food & beverage companies globally, enabling a world-class customer experience and fast scale up. Guests can personalize their fresh cup of chai in 80,000 combinations and Chaayos IoT-enabled tea bots called Chai Monks, make this possible. Chaayos also delivers hot chai through innovative Chai Ketlis that keep chai hot for over an hour.
Chaayos has raised Rs. 697 Cr (USD 85 mn) to date and marquee investors in the company include SAIF Partners, InnoVen Capital, Tiger Global Management, Elevation Capital among others. The company had a revenue of Rs. 134.9 Cr for FY 22 with a net loss of Rs. 71.2 Cr. For the same period, its expenses rose to Rs. 211.4 Cr and advertising and promotional expenses were Rs. 19.5 Cr. The chain runs over 200 cafes across India at airports, office parks, malls and high streets.