Chakra Tea integrates Wi-Fi in tea kettles to offer free internet to manual workers in India
Indian tea brand Chakra Tea has installed Wi-Fi in tea kettles for manual workers, so that they can enjoy music, videos, sports and chat with their family members over their tea break.
Chakra Tea integrates WiFi in tea kettles to offer free internet to manual workers in India / Dentsu Webchutney
The campaign, titled Chai-Fi (chai is the Hindi word for 'tea'), was created by Dentsu Webchutney. The campaign highlights how India is home to the second-largest population of workers in the world, where people work for 16-17 hours a day, leaving them with no recreational time. The tea kettle uses energy from the burning stove to generate Wi-Fi.
The Wi-Fi integrated tea kettles are being distributed in central India at tea stalls which are popular among the workers.
Sudesh Samaria, co-founder and chief creative officer, Dentsu Webchutney, said: “Tea is such an integral part of our lives that it is difficult to think of it in a new light. Our team identified an opportunity in the tea-breaks and made these breaks even more refreshing by creating a tea-kettle that generates Wi-Fi when heated. We call it Chai-Fi.”
“The category is dominated by big names. For brand like us to stand out, innovation is critical. Chai-Fi is one such innovation. It brings joy in people’s lives while opening up a world of possibilities,” added Priyank Khandelwal, managing director, Chakra Tea.