Scarecrow bags creative mandate of heritage tea brand Wagh Bakri

It's a significant win considering the fact that Wagh Bakri had not changed its agency over the last 10 years. Triton was the incumbent agency

BestMediaInfo Bureau | Mumbai | December 26, 2014

After a multi-agency pitch, Scarecrow Communications was awarded the creative mandate for the Wagh Bakri Tea portfolio, which includes the flagship brand Wagh Bakri Tea and Good Morning Premium Tea. Triton Communications was the incumbent agency.

It's a significant move, considering the fact that Wagh Bakri had not changed their agency over the last 10 long years. The account will be handled by the agency's Mumbai office.

Manish Bhatt

Reacting to the win, Manish Bhatt, Founder Director of Scarecrow Communications, said, “Wagh Bakri isn't just any brand – it's a 122-year-old tea brand. It had a special connection with Mahatma Gandhi. It has been a part of the lives of Indians for over three generations. It is a special feeling to be associated with such a heritage brand.

Parag Desai

Parag Desai, Executive Director, Wagh Bakri, commented, “It was a big move for us to call a pitch considering our aggressive plans in various markets and verticals in India and countries. We are India's largest privately held packaged tea group and intend to build our market share in the premium tea category.”

Arunava Sengupta, Founder Director of Scarecrow Communications, said, “Wagh Bakri is one brand which has not rested on its past laurels. Instead, it has always evolved with the times and focused on expanding its reach. We are thrilled to partner them in this exciting journey.”

Yogesh Shinde

Yogesh Shinde, Senior General Manager, Wagh Bakri, commented, “We felt Scarecrow had hit the right chord. Their thought process on contemporising the brand thought, creative connect, out of box thinking and the team's passion made them an obvious choice. Our next campaign, which is currently under production, has been conceived by Scarecrow and will be releases very soon.”

Wagh Bakri Tea Group is a premium tea company which has been in existence since 1892. Today it is the third largest packaged tea company in India with a turnover of over Rs 900 crore and with over 32 million kg of tea distribution.

Scarecrow, present in Mumbai and Delhi, handles accounts such as ITC, Emami, &Pictures, (Zee), Hungama, Local Banya, Viacom, Reliance Mutual Fund, Only Vimal, among several others

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