India’s First Tea Carnival #ChaiHoJaye

From the 26th to the 28th of April, a Tea Festival was hosted in the Jadavpur University campus as a part of their ongoing fest Sanskriti. the Tea Festival which popularised the idea of new variations of tea, gave free samples to all students while engaging them in games and other activities. The agenda behind this was to break the stereotypes of the daily monotonous tea and give newer touches to it. This was done to make it more appealing to the younger crowd. Called “Chai Ho Jaaye”, the event gave students new refreshing drinks to choose from after hectic college days.

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Organised by the Indian tea Association, the festival drew big crowds and a lot of appreciation. “Chai Ho Jaaye” had teas like “East meets West CTC”, “Darjeeling Honey Cooler”, “Peppermint Green Cooler”, “the ‘Un’Orthodox Mojitos” and there were mixologists on the spot stir up the best possible taste.

Apart from being a healthy option, these teas tasted very different from what regular tea tastes like. The tea festival also encouraged youngsters to share their tea stories online by using the hashtag #chaihojaaye.
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Founded in 1881, the Indian Tea Association (ITA) is the premier and oldest Association of tea producers in India. ITA, since its inception has remained the principal advisory and supervisory body in the tea industry. Initially set up to promote orderly growth and collective thinking in Tea, ITA has evolved into a forward thinking organization incisively reading industry trends, encouraging innovative thought, benchmarking best practices and their adoption in industry.

Kolkata Bloggers and Urs Digitally sent four bloggers to the venue who blogged about the event and made the youth more aware about it.

Their target audience was the college going people and a lot of people got to know about this unique tea festival through their blogs. The bloggers had an approximate reach of 30,000 people, most of whom were young people. they also found it to be a highly enriching experience as there was much to learn.
The tea festival was much loved and everyone eagerly looks forward to the next edition!

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