Tea Trails Campaign

How does one make a topic like tea interesting? Specially to an audience which would not know their darjeelings from their tisanes.

For this, we developed 2 campaigns:

One was based entirely on the colour / category of the tea. Featuring descritions of the tea along with stunning images of women in flowing clothing, this visual led campaign visually represented the characteristic of the tea in a form that would be easily identified and remembered. It made tea sexy.

The other campaign was a juxtapositioning of tea cups and dancers- representing one word that their dance pose conveyed- a word that would hold true for the dance form as much as the tea variant.