Recently, Chaayos along with Motherland and Wondrlabs agency crafted anew playbook to become an aspirational chai brand globally and they wanted Chaayos to become synonymous with ‘chai’ and ‘relax’ seamlessly.
What We Did
YOSO took the new brand messaging ‘Chai+Snacks=Relax’ and conceptualized a multi-channel PR and content amplification plan for the brand. The approach was empathy marketing. Two in every five Indians love tea and that’s the audience we targeted first.
Outcome
Within two weeks of the launch of the campaign in Dec 2021, the brand messaging had already hit 2M+ impressions online from very diverse audiences as the focus was to target publications with different demographics, like Mad Over Marketing, Little Black Book Delhi, Terribly Tiny Tales and The Logical Indian. Propelled scalable and sustainable traditional PR with coverage received from the likes of ET Brand Equity and Business Insider to build brand credibility and to land the message “Why chai+snacks=relax is crucial”.
References
Nitin Saluja (Co-founder and CEO) | Sumeet Malik (Product & Marketing) |Raghav Verma (Co-founder
"YOSO got onboard with #RelaxWithChaayoscampaign to re-imagine the content direction for Chaayos. I like the freshness of Diksha’s content strategy and amplification ideas, and how she treats the brand as her own."
