creator brief
most people don’t remember
the tea.
they remember who they drank it with.
this isn’t a video about trying a product. it’s the story of showing up for someone who matters, one cup of chai at a time.
the big idea
most food and drink content goes the same way: here’s the product, here’s why it’s good, here’s how i make it. every brand does that. we want to do something entirely different.
the best cup of chai usually isn’t the most perfect one. it’s the one your mom handed you while you studied. the one your dad made before work. the one a friend brought when you were sick. the chai is the catalyst; the relationship is the story.
so your video shifts the hero from you to the person you made it for. that’s exactly what elaichi co. is about: making more friendships in the world, one cup of chai at a time.
the first 3 seconds
don’t introduce yourself or the brand. don’t talk to the camera. start mid-action, focused entirely on the person and the relationship.
“my roommate has been feeling super homesick lately, so…” (visual: scooping the blend into a pot)
“my dad has worked the 5am shift for twenty years and always makes himself chai. today, i woke up at 4:30 to return the favor.”
“i’ve lived across the hall from my neighbor for a year, he is an elderly man who lives by himself. i’m bringing over two cups of chai and cookies…”
pick a story path
choose one of two emotional directions. bring your own real relationship, your own stakes, and your own quiet vulnerability.
the attentive child
the distant sibling
the sanctuary partner
the hidden anchor
← scroll to see all 4 →
the sensory rule
while your voiceover or text-on-screen talks about the person, let the visuals capture the heavy, rich, authentic ritual of pakistani-american karak chai. give us 3–4 seconds of beautiful, fast-paced sensory b-roll.
- the distinct elaichi co. packet sitting on your counter
- a slow-motion scoop of the spiced blend hitting boiling water
- the deep, rich color transformation as milk swirls into the tea
- let the viewer smell the cardamom and spices through the screen
do & don’t
✔️ do
- keep it real and specific. one actual person, one actual moment
- lean into the stakes. showing up can be awkward or vulnerable; let it land
- show the transition. making the chai, the pour, and the real moment of handing it over
- end with our question: “who did you make chai for today?”
- use #WhoDidYouMakeChaiFor and tag @officialelaichico
❌ don’t
- don’t sell. no ad energy, no “you have to try this,” no listing ingredients or reviewing the taste
- don’t stage it. never fake the emotion or use a stranger in a way that feels disingenuous
- don’t say “chai tea.” chai already means tea, and it means a lot to us
deliverable specs
one vertical video. real, raw, and yours.
caption: tell us who you made it for, in your own raw words. deadline, compensation & usage rights are confirmed with you directly.
the bigger picture
we aren’t trying to own “energy” or “wellness.” we want to own hospitality, and the feeling of being a thoughtful, present human being.
every video in this campaign is a version of the same quiet truth: i thought of someone, i made them chai, and we spent time together. we’re so excited to have you help us tell that story.
past creator
videos
these are videos that creators have made for us in the past. although some have performed well, we want to try out this new angle. feel free to take a look for general inspiration.
← scroll to see more →
