Chai Garam
Target Audience
Young Adults, Chai Lovers, Bollywood Enthusiasts
Tools
Adobe Photoshop, Adobe Illustrator
Year
2025
About the Project
For my Chai Garammm ad campaign, I drew inspiration from contemporary Indian artist Ranjit Dahiya, renowned for his large scale Bollywood mural paintings. His expressive brushwork and bold color contrasts capture the nostalgia and cinematic essence of Indian culture, which I wanted to reinterpret through a digital lens. Using Adobe Illustrator and Photoshop, I illustrated iconic Bollywood figures such as Amitabh Bachchan, Rishi Kapoor, Salman Khan, and Aamir Khan, pairing them with global film icons to create a cultural dialogue Amitabh Bachchan with Al Pacino, Rishi Kapoor with Ryan Gosling, Salman Khan with Dwayne Johnson, and Aamir Khan with Leonardo DiCaprio. This juxtaposition connects Indian cinema’s emotional warmth with global storytelling and the everyday comfort of chai.
The Challenge
The challenge was to create a series of posters that capture attention in busy urban environments while communicating the emotional and cultural value of chai (tea). Each poster needed to stay consistent with the brand identity while still telling a unique story through its visuals.
The Solution
By combining bold, cinematic illustrations with vibrant colors and dynamic compositions, I created posters that stand out in public spaces. The use of Bollywood icons evokes nostalgia and cultural pride, while the tagline 'Chai Garam' (Hot Tea) reinforces the comforting and unifying nature of chai.
Project Gallery
