ET's storm in a tea cup activation against half-knowledge

On Monday, April 15, nearly 2 lakh executives who visited any of 120 tea stalls around corporate parks in Mumbai, Delhi and Bangalore were greeted with a custom-designed tea cup with the message: “When it comes to knowledge, cutting won't do” 

BestMediaInfo Bureau | Delhi | April 22, 2013 

“I say let the world go to hell, but I should always have my tea.” That was Fyodor Dostoyevsky in his novel 'Notes from the Underground'. Something similar goes through the minds of most working professionals every Monday morning, faced with the blues of having to let go of the weekend that was, and getting ready for the grueling week ahead. However, last Monday, April 15, 2013, some of them were in for a surprise. They headed to their favourite 'chai tapri' next to the office, where they received their regular Monday morning shot, but in a delightfully unusual cup, from The Economic Times.

Nearly 2 lakh corporate executives who would have visited any of 120 tea stalls in and around corporate parks in the three cities of Mumbai, Delhi and Bangalore over three days were greeted with a custom-designed tea cup. The message: “When it comes to knowledge, cutting won't do” (adapted for Bangalore as “When it comes to knowledge, by 2 won't do”).

It was an interesting reminder of how half-knowledge must be kept at bay in all areas of life where decisions that are taken are more important than the one to have tea. This is part of The Economic Times' latest marketing campaign, ET Against Half Knowledge. The objective of this activity was to engage with India Inc's young workforce in casual settings with a whacky yet serious message. The message on the cup reinforces the fact that knowledge is a dish best served complete.

The teacup activity was experienced by executives across tea vendors at major corporate campuses such as Peninsula Corporate Park, Express Towers, Kamla Mills in Mumbai; Global Business Park (Gurgaon), International Trade Tower and Statesman House in Delhi; and IBC Knowledge Park, ITPL, Salapuria Infinity in Bangalore.

It was a complex logistical operation. Manufacturing in Mumbai involved printing the message on cardboard material and then moulding them on 150ml cups. While it wasn't difficult to identify 120 key tea stalls in the three cities, it took some amount of working with apprehensive vendors used to serving in 100 ml glasses. A pilot was undertaken at two tea stalls in Nariman Point in Mumbai, outside the Express Towers building. The vendors were enthused by the response and agreed to continue the activity. Subsequently, the activity was launched in the three cities on Monday, April 15.

Info@BestMediaInfo.com

Info@BestMediaInfo.com