Chai Pe Charcha has awareded its digital media mandate to Mumbai-based content marketing and digital agency sunSTRATEGIC, following a multi-agency pitch.
The agency will be working towards building a brand culture pan India with relevant and interactive content. The focus will be on promoting the brand as a ‘hygienic tapri’, making it unique and different from its competitors.
Chai Pe Charcha’s ambitious plans include expanding to 100 franchisees by 2020. As a brand, they are looking to bring back the concept of enjoyable ‘charcha’ or light-hearted conversations that were once synonymous with tea-time. sunSTRATEGIC will have the opportunity to play a key role in establishing these concepts with the power of content.
Anil Kohli, Founder, Chai Pe Charcha, an O.K. Hospitality LLP venture, says, “Our growth plans involve building and strengthening our digital presence through strategic insights and unique solutions. We were impressed by sunSTRATEGIC’s fresh and quirky ideas for a young brand like ours. With this partnership, we are looking forward to increase our visibility and achieve our business goals.”
sunSTRATEGIC founder Sherina Kapany says, “We are excited to work with the brand and re-create ‘tapri’ moments for every age group. Chai Pe Charcha is a constantly evolving brand, growing by leaps and bounds, and we are delighted to partner with them to create fun and nostalgic campaigns that will engage with the audience.”