Ad Campaigns
REFRESHING OUR ‘CHAIWALLA AT THE TRAIN STATION’ MEMORY, SOCIETY TEA BREWS IN A DELIGHTFUL CAMPAIGN WITH ITS INSTANT ONE MINUTE TEA
Mumbai: One of the country’s premium tea brands and a celebrated household name, Society Tea brews in a delightful film celebrating the iconic ‘Chai Chai’ phraseology employed by the ubiquitous chaiwallas at the station. The film conveys the message of relishing a piping hot cup of refreshing special chai instantly with its aromatic One Minute Tea range.
Tea is so weaved into the fabric of our everyday life that sometimes all it takes is a little nudge to rekindle some of the associations with tea. One such memorable association is the Chaiwalla at the train station. Every station that the train used to stop wasn’t just a break from the journey, it was also a much anticipated tea break one would look forward to. As soon as the train halted at the station, one couldn’t miss the nasal twang laden, strangely rhapsodic, sing-song sales pitch of the chaiwalla for his refreshing cup of the special chai…his annoyingly rhythmic tone invitingly piercing the air. And in this short interlude of the journey, just about anyone was able to enjoy his special chai.
Inspired by that little hiatus, the film beautifully conveys a message that now anyone can enjoy a special cup of flavoured tea – a mix of aromatic Indian spices – be it the quintessential ‘Masala’, the ‘Desi Elaichi’, the 'Adrakwali Chai' or the refreshing ‘Lemongrass tea’, anywhere, anytime in just under a minute with Society Tea’s One Minute Instant Tea!
Karan Shah, Director, Society Tea said, “Tea to Indians is not just a beverage, it is a habit embedded into life. Most of us want to have our special chai in a moment’s notice but usually that’s not possible. One Minute Tea is an outcome of this need for a special cup of chai that anyone can make. And what better way to convey this than juxtapose the very memorable call for chai at train and bus stations against people of all ages.”
Society Tea’s One Minute Instant Tea is available in a variety of aromatic range, comprising of four variants, Lemongrass Tea, Ginger Lemongrass Tea, Masala Tea, and Elaichi Tea. https://shop.societytea.com/collections/one-minute-instant-tea .
In order to manufacture high quality Tea and Dairy products, Society Tea has set up a plant in Vadodara (Gujarat). It is one of India’s most advanced and completely automated milk and soluble tea processing units which manufactures products under strict hygienic standards, to meet the high levels of quality and excellence.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
