Move over, coffee. Drinking tea is soon going to be the coolest thing to do for India's Gen Next and working hard to make this happen is the Pune-based design company Elephant Design, which has been roped in by FMCG major Hindustan Lever to make its tea brand, Lipton, hot and happening.
Soon HLL will roll out Lipton tea kiosks that will make drinking tea a stylish option. Prototypes of the customised kiosks, designed by the company, are now ready and waiting to roll out. For HLL, the move to reach out to an younger audience and getting them to reach out for a hot cuppa tea instead of coffee could mean significant growth in its tea business. To make that happen, its flagship brand, Lipton, has seen a flurry of innovations in the way tea is marketed, including the launch of iced tea, considered `cool' by the younger generation, in a couple of flavours. Unilever, incidentally, is the leader in the global tea market and the company is planning to replicate the success of the tea story in India.
"For us the assignment began with naming the retail points from where the company will reach out to this target audience and went on to designing strongly branded modular kiosks that will be visible across the country at various points where there is a footfall of younger audience, including multiplexes, malls, airports, petrol stations, and IT offices," says Ms Ashwini Deshpande, Director, Elephant Design, which won the contract over an year ago.
The first of the kiosks, aptly christened `T' and sporting Lipton's bright yellow and red colours will be seen at Delhi's upmarket Ansal Plaza and Snow at Hyderabad next month, before coming up in other cities. According to initial plans, the kiosks will serve up tea in innovative forms like mocktails and cool sips and also use the platform to promote its other products like soups and other on the move foods.
Elephant Design was set up in1989 by five National Institute of Design (NID) graduates based out of Pune and works, among other things, with creating brand identity as also integrated design services. Two-wheeler major Bajaj Auto enlisted its services a couple of years ago to redesign its 400 showrooms/service stations with a view to give more value to customers. More recently, the company was roped in by the Dhirubhai Ambani Trust to design Harmony, a magazine targeted at senior citizens.