A Sip of Optimism

Tea India is launching its first ever ad campaign today, focusing on its Masala Chai flavour, and promising audiences ‘A Sip of Optimism’ to transform an ordinary tea break into a moment of optimism.

‘A Sip of Optimism’ has been created by Quiet Storm, which was appointed to the Tea India account in October without a pitch.

As Tea India is a challenger in the specialist tea category, Quiet Storm’s
strategy is focused on building brand awareness. To do this, the campaign visuals make a hero of Tea India’s vibrant red and yellow packaging and ‘mountain range’ design asset, with the goal of building memory structures that will aid recognition at what is a very busy fixture in the supermarket.

Contrasting with the vivid colours, the visuals feature tea drinkers
photographed in black and white, their faces full of joy and their eyes
replaced by brimming cups of Masala Chai. Completed by the headline “A Sip of Optimism”, the overall effect is to create a very distinctive positioning for the Tea India brand in a category that is dominated by serene imagery and messages of cosy comfort.

Naomi McCann, Marketing Manager at Tea India, said: “Our brief to Quiet Storm was to disrupt the category with bold, vibrant storytelling, and this work really does that, along with capturing the optimism of what Masala Chai is all about. We’re so excited to see how it drives new audiences to discover the Tea India brand for themselves.”

Trevor Robinson, Founder & Executive Creative Director at Quiet Storm, said: “The specialist tea category is dominated by advertising that’s potentially more soporific than the products they’re selling, so we were very much on the same page as Tea India when they explained their mission to shake things up and get tea drinkers to break out of their routines.”

The campaign breaks with a regional test of digital OOH in Birmingham, live from 4 November. There is also social media activity running across Meta platforms.