Summer beverage range launched by Chai Point

Lassi, the simple yet refreshing drink from Punjab is without question one of India’s best natural coolers. After successfully reinventing chai, we believed that the time was right to make the ‘desi’ lassi relevant our urban audiences. To connect lassi with the millennial mindset, we decided to leverage its Punjabi heritage and the swag that came with it. So, we launched the Lassi Swag campaign with four lip-smacking flavours: Mango, Strawberry, Gulab, and Malai. 

We chose the word Swag because it signifies confidence and a cool attitude. The goal was to retain tradition while changing mindsets. This is why our lassis are served in traditional handmade kullads and not in tall glasses. The campaign was launched with a video featuring four models who captured the essence of the product. They were young, confident, stylish, and comfortable in their own skin. These are qualities that we wanted to bring out with Lassi Swag while staying true to the quintessential Indian lassi.

The campaign went live on May 15, 2018 when we shared the video across all our social media channels. The Lassi Swag video has got over 8.5 Lakh views till now and the customer response has been highly encouraging. Currently we are running a selfie contest where customers need to tag us on their selfie with our lassi. We look forward to transform the image of lassi in people’s minds by giving it the swag it deserves.