creator brief june 26
most people don't remember
the tea.
they remember who they drank it with.
the videos we love are simple: a real, relatable chai moment with a line of on-screen text that makes someone go "this is so me." here's how to make one.
the big idea
most food and drink content is about the product — here's what it is, here's why it's good. boring. we'd rather make content about the feeling: the nostalgia, the comfort, the funny everyday chai moments, and the people we share a cup with. the chai's in frame, but the feeling is the story.
the test before you post: would a stranger tag a friend and say "literally us"? if yes, post it.
the format + pick your type
don't introduce yourself or the brand. open on your hook — the relatable line or moment — not the product. three rules: hook in the first 2 seconds, show the chai soon after (just not in the very first clip), and keep it under ~10 seconds. then pick one of two types and a hook to run with (or make your own).
🏠 tastes like home
cozy, nostalgic, made-for-someone moments
- the chai of my childhood in one cup
- this is your sign to host a chai party with your friends
- pov: your friend shows up unexpectedly but you always have chai ready
- nobody leaves your house without a cup of chai
- tastes like my nani's kitchen
- pov: your love language is chai and yap with your best friend
- pov: 5pm hits
☕ the coffee swap
funny, relatable chai-person moments
- no, i don't want a matcha
- matcha could never
- pov: coffee gives you jitters, matcha tastes like grass, but chai is chai…
- it's just chai… not, it's not
- when i drink chai with no sugar
see the hooks in action
you could copy these exactly since they've been proven to go viral — but because they've already been done, it's better to change it slightly or make your own variation to improve virality.
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let the chai look beautiful
while your text or voiceover carries the feeling, show us:
- the elaichi co. packet on your counter
- the scoop of blend hitting boiling water
- the rich color as milk swirls in
- the steam rising off a fresh cup
- the pour, or handing someone a cup
- make us smell the cardamom through the screen
do & don't
✔️ do
- keep on-screen text clear and easy to read — no more than 4 lines
- if it's a voiceover, spend most of your energy on the first 3 seconds (the hook)
- show the product somewhere in the video
- natural light, warm and real
- share the moment — make a cup for someone
❌ don't
- paragraphs of text
- slow or silent intros
- bad lighting
- salesy / product-review energy
- music louder than your voiceover
- show the product in the very first clip
- say "chai tea" — it's just chai
the specs
caption: say a bit more about your video, or a funny caption depending on the vibe. stuck or not sure if it works? send us a rough cut before you post — we've got you.
past creator
videos
here are videos creators have made for us — take a look for inspiration, then make it your own.
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