Cultural Branding Toolkit was instrumental in unearthing the major roles that biscuits played in the life of our consumers, and then we narrowed our focus to owning the Tea Time, the largest segment of biscuit consumption moments.
Tea consumption has become not just a hot drink but an elaborate social institution in which Cafe’s role was a natural fit. A biscuit brand was created and ideated around owning ‘Tea Culture’ for the first time.
Cafe’s story developed around “enriching tea moments,” and the identity of the communication built the story further. Enrichment was defined as ‘Strengthening Social Sharing Over Tea’ where ‘Café Culture,’ the moments around tea is where friendships are made strong, stories told, laughter permeates, and bonds strengthened.
All such moments were targeted and incorporated into our Café Story, where we talked about ‘Khul Jaata Hai Café’ (The Café Opens), signifying that when you open the biscuit pack, it opens up this entire world around you.