Branded content and entertainment is common in India and they are normally live as video content on various formats, screened on TV channels or free-to-air channels and other online video platforms.

It is uncommon to see branded content in the form of packaged stories in 'self-published books’ in India or even the region. It is also unusual to partner with authors in the delivery of branded content in general.

There are little restrictions imposed by regulating bodies, especially in relation to beverages and tea.

A relaxing cup of tea and a wonderful story to pore over – it’s a joy every tea lover indulges in. It was this truth that inspired the creative idea.

It was relevant to both the client and the target audience because the audience the client wanted to attract immediately identified with the insight and gravitated towards the idea.

The idea was so well received that within only a matter of days, all the limited edition Tea Story books were sold out. Word spread far and wide amongst the target audience and the demand for re-prints started pouring in on a daily basis.