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Wagh Bakri goes long format on R-Day to focus on building relationships

The four-minute long film was conceived by Scarecrow Communications, and was aired over 100 times across news channels on a single day

BestMediaInfo Bureau | Mumbai | January 27, 2015

Wagh-Bakri Click on the image to watch the TVC.

Wagh Bakri has launched its new film on Republic day. Banking on the premise of ‘building relationships’, Scarecrow Communications created a four-minute long format film that was aired on select news channels over a 100 times on a single day through specially created slots to accommodate the long film. On January 24 and 25, teasers were aired on those same channels to heighten curiosity.

The TVC opens on a man waking up to a call from an international client. As he is speaking, the housemaid gives him a video tape, which his wife has left for him. As he plays it, he is taken aback. It’s a heart-rending confession of his wife, who says that she is leaving him because she has realised that over time their relationship has turned cold. Her confession also takes the viewer through their relationship – from how they met, the wife’s longing for the husband’s attention, and finally her decision to walk out on him. The husband realises his mistake and heads to her house to win her heart again. A song kicks in – which blends the recipe of tea-making with the recipe to sustain the warmth in relationships. The film ends with the new positioning, ‘Wagh Bakri Chai. Rishton mein garmahat laaye, Hamesha rishtey banaye’.

Parag Desai Parag Desai

Parag Desai, Managing Director, Wagh Bakri Tea Group, said, “We are sure Obama’s visit to India will go a long way in strengthening India-USA relationship. As a brand that has always stood for creating relationships, we couldn’t think of a better day to launch the TVC.”

Manish Bhatt Manish Bhatt

Manish Bhatt, Founder Director, Scarecrow Communications, said, “Wagh Bakri as a brand has always stood for relationships with its tagline ‘Hamesha Rishtey Banaye’. The new TVC gives this central thought a contemporary dimension. Our research revealed that today relationships are suffering. The young India is ambitious, works round the clock and hence can’t give the much needed time, and every relationship needs to sustain its warmth. In this, we saw a perfect statement for Wagh Bakri to connect with the new India.”

Arunava Sengupta, Founder Director, Scarecrow Communications, added, “If you look at tea communication across brands, across countries, rejuvenation is a core rational benefit. While Wagh Bakri has always owned a strong emotional plank of Rishtey Banaye, the rejuvenation part was missing. The extension of ‘Rishton mein Garmahat laye’ beautifully completes the communication.”

Yogesh Shinde Yogesh Shinde

Yogesh Shinde, Senior General Manager - Marketing, Wagh Bakri Tea Group, noted, “Though this is a long format film, the beauty is that there are two components to it – one is the story, and the other is the song. While the song complements the story, it also works in isolation. It will help us promote the TVC like a music video, and also create shorter edits. It will be amplified on radio too.”

The TVC:



Client: Wagh Bakri Agency: Scarecrow Communications Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar, Joybrato Dutta, Lalit Sakurkar, Vaishakh Jhunjhunwala, Faraaz Ansari Account Management Team: Arunava Sengupta, Amitabh Sreedharan, Anuj Mehtani, Kushagra Nigam, Sajesh Soman, Niraj Sontakke Client Team: Paragbhai Desai, Yogesh Shinde, Shailabh Sharma, Niyati Gadhia Production House: Chrome Pictures Director: Aleya Sen Sharma Producer: Prafull Sharma, Daniel Amanna DOP: Sethu Chief AD: Naved Ahmed Line Producer: Nicky Post Supervisor: Nihal Vaidya Casting Director: Aniket Khabade Costumes: Urmi and Hemal Post Production: Pixion Studios, Splice Studioz Song Lyrics: Manish Bhatt Music Composer (Song & Background): Keerthi Sagathia

Tags: Wagh Bakri
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