Think XQ Creates a Captivating ‘Chai City’ for the Launch of Nestle Everyday Chai Life

Marketing | January 3, 2019 | News

ThinkXQ Nestle

Taking India’s love for Chai to a new level and provide a solution to these challenges, Nestle India launched Everyday Chai Life, a unique instant Chai product that allows people to get a perfect cup of steaming hot tea wherever, whenever they want. 

Available in three flavours of Desi Masala, Saffron and Cardamom, Ginger and Lemongrass, Everyday Chai Life was officially launched on December 11, 2018, at Crown Plaza, Gurugram. Think XQ, India’s leading events and experiential marketing agency were selected by the brand team to conceptualize and execute the launch event after a multi-agency pitch. 

Uncovering more details about the launch theme and the broad concept, Akshay Chawla, MD, Think XQ shares, “Everyday Chai Life is a very special product from brand Nestle and as ardent lovers of Chai, the minute we tried the product we fell in love with it. We knew it right then and there, that this product deserves to be launched in the most innovative and quirky manner. This is where the concept of creating a first of its kind Chai City was conceived and Bollywood humour was carefully weaved into the storytelling of the overall event.”

Audiences were greeted at the event with a gigantic welcome arch that saw dangling Kettles and Cutting Chai glasses being used as innovative décor element at the event. Iconic Bollywood dialogues from over the years were tweaked into witty Chai Puns to add fun and frolic to the proceedings. The event also saw an innovative hanging LED setup that served as a backdrop for presentations while a dramatic drone unveiling of the product left the audience mesmerised. 

The food menu at the event was also customised, featuring delicacies and snacks that are best paired with Chai. An engaging photobooth with witty Chai emotions as Blurbs took the event to a whole new level. This was followed by an entertaining stand-up act by the ‘King of Comedy’ RJ Naved who managed to tickle the audiences’ funny bones with his incredible storytelling. Thus, bringing the quirky event to a befitting accomplishment. 

Nestle's Everyday Chai Life launched on December 11, 2018 at Crown Plaza executed by Think XQ.

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