Challenge
Mordernizing a Legacy brand for Social.
To curate content that gives the brand a clear, identifiable personality on social media. Society as a brand is one of the most recognized names within India & their digital content needed to reflect this.
Furthermore all content needed to be backed by a visual design language that retains their legacy while adapting the same for a digital audience.
Goal
Chai: Creating the emotion behind the beverage that was untapped for years.
Everyone loves the “Society wala Chai,” but it’s much more than just the tea—it’s the experience that surrounds it. Whether it’s sipping a warm cup on a rainy day, sharing a moment with loved ones, or enjoying a quiet break, Society Tea evokes a sense of comfort & familiarity.
This emotional connection created the foundation for our always-on-content approach. By tapping into these rich, sensory experiences, we aimed to create content that not only highlights the tea itself but also the moments and emotions it represents. This strategy ensures that our audience engages with the brand on a deeper level, associating Society Tea with the warmth, comfort, and joy of everyday life.
Result
It's just a cup of Chai with a side of results.
To date, we have managed to grow the brand’s social presence, seeing a jump from 11K to 57.7K followers in the span of 4 years. This success can largely be attributed to organic traction driven by moment marketing along with occasional paid promotional pushes.