The situation
The brand sold well at home but its international store was quiet. The Tamil diaspora is loyal and connected, but it scrolls in different time zones and responds to different cues from audiences in Tamil Nadu.
All studies
Illustrative study · Global Tamil audience
Mistvale Tea
A hill-country tea brand reaching Tamil families in Singapore, Toronto and London.
- Sector
- D2C beverages
- Market
- Coimbatore · Diaspora
- Moment
- Global Tamil audience
- Disciplines
- Brand · Social · Creators
Note: Mistvale Tea is a fictional brand. This study shows the kind of brief we take and how we would approach it; it does not describe a real client or claim real results.
The brief
The brand sold well at home but its international store was quiet.
Our approach
We would build a diaspora-first content line about the morning cup back home, partner with Tamil community creators in each city, and plan collaborations with Tamil grocers and cultural associations abroad for Pongal and Puthandu.
What we'd aim for
The aim: a brand that feels like home for families abroad, with a partner network that repeats every festival season.
“For the diaspora, taste is memory.”
The line the campaign would be built around
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Tell us what you are launching, who needs to hear it and what can't be said. We reply within two working days with how we would approach it.
