Distinctly different from conventional commercial communication methods, this brand film combines visuals with music for a truly multi-sensory experience spanning across some of the most popular tea cultures from around the globe including the mist-covered fields of Assam, the precision of Japan, the lively hospitality of Morocco, the timeless elegance of Britain, the grand traditions of China, and the soulful warmth of South Africa.

Without any dialogues, narration, or direct product messaging, this film is all about telling the story through visuals, original music composition, and sound design techniques such as ASMR, creating an experience that immerses viewers into the world of tea by focusing on the sounds of pouring, rustling tea leaves, boiling water, and taking the first sip.

With sweeping drone shots, close-up cultural profiles, detailed cinematography, and human narratives steeped in authenticity, the video captures the overall message of Tea Culture of the World’s mission to develop a brand that is all about much more than just the beverage.

On the launch of the film, Dhaval Shah, Director, Tea Culture of the World said, “Tea has always been about more than just its consumption. Throughout the world, throughout different generations and different communities, tea has signified hospitality, mindfulness, warmth, and connection. We wanted this video to be about more than product storytelling; it is about elevating tea as a universal cultural ritual.”

Launched around International Tea Day on May 21, the video has marked a significant moment in the story journey for Tea Culture of the World and solidified its positioning as an experience brand for culture, craft, and conscious indulgence. In a climate where consumers increasingly demand authenticity and emotional connections with the brands they support, the video showcases Tea Culture of the World’s philosophy of connecting with people long before words are even spoken. 

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The bubble tea brand, founded by Dr. Rupali Ambegaonkar and co-founded by Sanjeev Rao, is focused on building scalable, experience-led beverage concepts aligned with India’s evolving urban lifestyle. Conceptualized as more than just a beverage brand, BOBAKAT aims to create a distinctive bubble tea culture—combining premium ingredients, playful flavours, and a strong visual and social identity.

Dr. Rupali Ambegaonkar was also the founder of Tea Culture of The World (TCW), which she scaled and sold successfully before moving on to her next challenge, BOBAKAT.

Her co-founder, retail veteran Sanjeev Rao, is a well-known multidisciplinary business leader. Rao has been instrumental in leading strategic growth in the retail arena (apparel, hypermarkets, department stores, supermarkets, convenience stores, and entertainment) and has successfully turned many businesses profitable. An alumnus of the Wharton Business School UPENN, he has handled core teams of large retail units as a cross-functional expert and has worked at leadership levels with retail giants like Raymond, Landmark group, Aditya Birla Retail, and Jubilant Retail across strategy, operations, and P&L management.

“India’s consumers today are experimental, global in outlook, and driven by experience,” said the founders at the launch event. “BOBAKAT is designed to meet this shift – bringing an international bubble tea format that is thoughtfully adapted for Indian tastes and preferences.”

Launch & Expansion Plans

The unveiling at IFF2026 offered BOBAKAT a strategic platform to engage with retail leaders, mall developers, franchise partners, and investors from across the country. The brand garnered strong interest from the retail and lifestyle community, underscoring the growing demand for new-age, youth-focused beverage formats.

“Currently, BOBAKAT has 16 stores, spread across 7 cities – Mumbai, Delhi, Trivandrum, Ahmedabad, Baroda, Hyderabad, and Bengaluru. We plan to open 30-35 new stores in FY26-27 & 50 stores in FY27-28, across key Indian metros through a mix of flagship stores and scalable retail formats in both malls and high streets,” Sanjeev Rao told IMAGES Business of Fashion on the sidelines of IFF 2026.

The brand is also introducing food as a part of its offering moving forward, alongside a big push in online sales, B2B, and events. As part of its second phase offering, the brand also plans to move into the FMCG space.

BOBAKAT aims to establish a strong national presence, supported by robust operations, consistent quality, and distinctive brand storytelling. The launch signals a clear shift in India’s beverage landscape—where taste converges with culture, and refreshment evolves into an immersive experience.

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