With the challenge to do a 90 second spec-ad (and filming this around the Islamic month of Ramadan), we wanted to focus on a product that captured our culture and doesn’t get a lot of advertisement for.

Instant Karak Tea was a relatively new product to North America, but it was definitely one of the best instant karak teas we’ve had.

We decided to enter a competition to create a spec ad and, typical for us, chose a completely different product. How do you advertise chai?

So we decided to do our take - a typical after-iftaar chai request that turns into a heroic adventure to find some tea. And it involves some of our favourite people to work with like Muji and Suky’s Fine Foods.