Quiet Storm Wins Challenger Brand Tea India Without a Pitch

Oct. 11, 2024

Tea India, which sells a range of distinctly flavourful Chai blends, has found their perfect agency partner and appointed Quiet Storm without a pitch. The appointment is a first for Tea India as it gears up to take the brand to the next stage of growth. 

The agency’s first brief is to create a brand awareness campaign, due to launch in November. Quiet Storm’s work will kick off with a regional test in Birmingham, which will initially be seen Out of Home and amplified on Meta channels. 

Autumn is a prime season for hot drinks, thanks to cooler weather and the increased cultural interest sparked by the “Pumpkin spiced latte” season. Tea India’s new campaign will focus on helping tea lovers to break the routine and discover the comfort that a pause in the day, accompanied by the vibrant taste of Tea India’s Masala Chai, can bring. 

The next stage of the brand’s journey is to “turn on the marketing tap” and in the long term, Tea India’s ambition is to drive results through sustained brand-building. The company has established itself through unlocking distribution within the major multiple retailers and is now ready to build on its reputation for authenticity and comfort. 

Naomi McCann, Marketing Manager from Tea India said:

“Partnering with Quiet Storm felt like a true meeting of minds. From the start, it was clear that we shared the same values and vision, making it a natural decision to bring them on as our creative partner. This collaboration marks an exciting new chapter for Tea India as we continue to challenge the hot beverage market. We’re focused on introducing more consumers to the vibrant, authentic flavours of our chai, while also showing how it offers a moment of discovery. Together with Quiet Storm, we’re ready to disrupt the category with bold, innovative storytelling that reflects our unique position as a challenger brand.”

 

Jon Howard, Planning Partner at Quiet Storm said:

“We are looking forward to taking Tea India into the next stage of growth by building a distinctive brand that honours the traditions of chai while embracing the latest developments. Tea is a national institution, but as a result it is a category that is shopped habitually, so we look forward to spicing up the status quo and encouraging shoppers to try something a little different with some creatively disruptive work.”

 

Tea India is redefining the hot beverage landscape as a dynamic challenger brand, blending generations of rich Indian tradition with bold, modern flavours in its chai recipes. Known for its authentic spiced chai blends, Tea India is challenging the status quo by delivering a vibrant, flavourful chai experience that resonates with today’s diverse, health-conscious consumers. With a mission to disrupt the category and bring the warmth and richness of India’s chai to the world, Tea India seamlessly merges heritage with innovation to offer something truly unique.

Quiet Storm’s latest win comes off the back of its September ranking at number four in Campaign’s new business league, as the agency continues its winning streak in 2024.