The Idea
Tea stalls are an essential part of India’s tea drinking culture. The tea makers (chai-wallahs) consume 91 kgs (average) of tea annually vis-à-vis home makers who consumer only 5 kgs (average). Yet majority marketing efforts are geared at the home maker. It was time to reinstate in the chai-wallahs’ minds their significance to the tea industry. And an effective way of doing this was to present them a promise of ‘a good life’. The Goodlife Club is a CRM program aimed at building an emotional relationship with the tea stall owners. A big club - large in benefits, small in memberships and virtual in nature. ‘The Good Life Club’ vouched to stay true to its name by introducing the target audience to more entertaining, secure and happier lives.Implementation
The members could connect to their exclusive IVRS portal to seek free, tailor-made entertainment any time. A virtual character, Aishwariya was created to anchor the content. The members were also provided free accidental insurance and scholarships for their children. On festivals and their birthdays, movie super stars called them personally to wish them. 
- 75% of Outbound dialer calls received and listened.
- 90% of club members were active over the campaign
- Average time spent of 10 minutes every month hooked to the lines.
Without any intended sales push, the sales growth in the cities where the program is active was 40% higher than non-active similar markets.
Case Study Below
