Wagh Bakri come out with a new campaign 'building relationships'

Company Brief

Mumbai, December 1, 2011

With so many tea brands in the market and various rational benefits being offered by them, Wagh Bakri chose to use the emotional route to create a bond with Maharashtra. Mr. Merchant,( MD, Triton Communications) says, “We wanted to build on the current equity of the brand. Wagh Bakri, with its platform of ‘building relationships’ has always chosen an emotional route to create a powerful bond with its audience”.

“The challenge was to stay within the purview of the overarching brand thought of ‘Rishta’. Thus helping create a preference for Wagh Bakri amongst existing and prospective consumers in Maharashtra, as well as giving a flavor of it being their very own tea brand”, says Renton D’Sousa, National Strategy & Creative Director, Triton. “Wagh Bakri tea has a taste and aroma that people love. We used this refreshing taste and other attributes of the brand and married it with the overriding brand thought of Rishte Banaye in a manner that we own the emotional space in this category”, says Virendra Saini ( Sr VP, Triton Communications).

D’Sousa adds, "Maharashtra is a land of many festivals and rich cultural flavours to which people are highly emotionally attached . We decided to use the festivals as the brand connect and as an expression of the brands respect and love for the culture of the land and its desire to make a Rishta with the locals”. “Very few national bands actually get into the local fabric to connect with audiences. Most brands usually just dub national communications with the local language. We created a special commercial for the Marathi audience thus showing our commitment to connect with them. This has been captured in the baseline of – ‘Waghbakri, Perfect naati jode’”. Says Mr Parag Desai, Executive director, Wagh Bakri Tea.

Speaking of the campaign, Parag Desai adds, “I am very happy with how the films have come out. It will connect with Maharashtrian audience across SECs and age groups. It shows that Wagh Bakri is not just a great tasting refreshing tea; it is part of every celebration in Maharashtra. Wagh Bakri tea is planning to promote the new campaign through various television commercials and on-ground activities for the next three months.”

Wagh Bakri tea has come to make a relationship with the people of Maharashtra is the basic plot around which the TVC revolves. This brings out the fact that the brand has created a blend keeping in mind the Maharashtrian’s taste for tea. The film uses different festivals of Maharashtra and essence of tea consumption on those special occasions to refresh, rejuvenate and build relationships. This 40 sec film has stories weaved in each of the festivals shown and through this bring in a relevant connect with all kinds of Maharashtrian audiences. The festivals captured are Govinda, Ganapati pooja, Ganapati visarjan and Mangala gaur . The films have been shot in a manner that each festival becomes an edit on its own too and can be run during that particular festival and hence giving maximum leverage for the brand.

For further information, please contact:

Triton Communications

Genevieve Lopes

Mobile: +919930435324

Email: genevieve.lopes@tritoncom.com