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.
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.