DKMS — 2,00,000 Chai Cups.
34,000 Conversations Started.

Behaviour: Waiting for chai | Media: Tea cup | Friction Removed: Scan while you wait

Campaign Media

Client
01 / 09
DKMS Chai Cups campaign artwork
Designed chai cups used as the campaign medium
Campaign chai cup photographed in hand
QR-enabled campaign cup in use
DKMS campaign cup activation detail

The Problem

01

Blood stem cell donation felt distant, unfamiliar, and easy to ignore.
DKMS needed young adults to not just learn about donation—but register.

The Behaviour

02

Thousands of people already spend a few minutes every day holding a cup of chai.
Waiting.
Looking around.
Doing nothing.

The Intervention

03

Instead of buying media...
We turned the cup into the media.
Each cup carried a QR code inviting people to play a 60-second game that debunked myths about stem cell donation before leading them to donor registration.

Behaviour Waiting for chai
Media Tea cup
Outcome 2,300 donor registrations

The Friction Removed

04

No new destination.
No app.
No paid media.
Just scan while your chai cools.

Outcome

05
2,00,000 CUPS DISTRIBUTED
34,000 QR SCANS
2,300 DONOR REGISTRATIONS
17% SCAN RATE (VS. 2–5% INDUSTRY AVERAGE)
₹0 PAID MEDIA SPEND

Why It Worked

06
  1. 01
    Existing behaviour

    Waiting for chai

  2. 02
    Campaign medium

    Tea cup

  3. 03
    Friction removed

    Scan while you wait

Next Case

07
A Selfie Became a Donor Registration.

Ready?

08
Contact Bring Us
a Problem