Chai Point assigns creative and digital duties to Happy Creative Services

The account win did not involve any pitch.

Chai Point, an omni-channel beverage brand, has assigned its creative and digital mandate to the Bengaluru-based idea shop Happy Creative Services. The agency will work on three major verticals of Chai Point -- Chai@Work, Chai-on-Call, and retail hubs, where it'll manage the creative duties for the brand, as well as handle its social media. Interestingly, the account win did not involve any pitch.

Commenting about the association with Happy Creative Services, Amuleek Singh Bijral, CEO, Chai Point, says, "We are excited to have Happy Creative Services as our partner, and look forward to work with them to build our brand."

Kartik Iyer, CEO and co-founder, Happy Creative Services, adds, "It's really exciting for us to partner with Chai Point. It only goes to further prove our capability in birthing new brands and growing them into household names, even in a category like 'chai' (tea), which is as traditional and basic as it gets. To take something that simple and add consumer experience to an unorganised sector can be challenging. The energy of the founders and the passion with which they have built their business truly inspires us. We look forward to create some fun and insightful work for the brand."

Chai Point claims to be one of the early entrants in the organised tea chain business and targets young working professionals via its network of stores, dispensers on corporate premises, as well as through its delivery business. Since 2010, when Chai Point was first set up, it claims to have established 90 outlets across seven cities -- Delhi, Mumbai, Pune, Hyderabad, Gurgaon, Noida, and Bengaluru. As brand Chai Point expands its offerings, it aims to be known as the preferred breakfast and snack delivery channel.