Wagh Bakri tea asks customers to recount their #PehliMulakat with the brand

Conceptualised by Scarecrow Communications, the campaign consists of three ad films that talk about the customer's first introduction to the tea brand

BestMediaInfo Bureau | Mumbai| November 28, 2016

Click on the Image to watch the TVC.

Tea, like a newspaper, is one of the most inertia-led categories. People are, by and large, comfortable with a particular brand of tea and are used to its taste. So, inducing a shift through advertising is a communications challenge. The latest marketing campaign from Wagh Bakri addresses this challenge by introducing a new brand asset, #PehliMulakat.

The campaign, conceptualised by Scarecrow Communications, was born out of a series of real conversations with people who shifted to Wagh Bakri tea. It focuses on the instances that led people to sampling Wagh Bakri tea for the first time and the specific tea attributes that impressed them.

The three film campaign that builds up the first leg of the #PehliMulakat series portrays a Sardarji from Delhi, a Maharashtrian from Solapur and a corporate woman from Hyderabad. Each of them recounts the instance when they first tasted Wagh Bakri tea and what made them stick with the brand ever since.

Parag Desai, Executive Director, Wagh Bakri Tea, said, “Our extensive research showed that once consumers experience Wagh Bakri, they fall in love with the brand. Our tireless effort of ensuring that the consumer enjoys a great quality tea every time has been appreciated by the consumer. The campaign tries to capture this truth. These three TVCs are just a beginning, there will be more digital films, radio spots and other forms where the brand will get to interact with the consumer.”

Raghu Bhat

Commenting on the idea behind the campaign, Raghu Bhat, Founder Director, Scarecrow Communications, said, “The essence of Wagh Bakri brand is relationships. The starting point of any human relationship is the first meeting or Pehli Mulakat. There is a lot of emotion attached to this moment. Associating the brand with this seminal moment helps us to define a distinct brand space and tell lots of real and engaging human interest stories.”

Arunava Sengupta

“Wagh Bakri is on a journey to get into newer markets. Tea is a habit-forming category. Hence, the task is to ensure that we get consumers to switch from their habituated brands to a new one, which is a tough process. However, we are confident with a great product and a very real communication, we will achieve this objective,” said Arunava Sengupta, Founder Director, Scarecrow Communications.

Yogesh Shinde

"We are at a very important juncture of the brand journey. And this campaign is just the first step in making Wagh Bakri a household brand across India, soon. We are going to support the ATL initiative with a lot of BTL, consumer contact initiatives," added Yogesh Shinde, Vice-President, Marketing, Wagh Bakri Tea.

Through this campaign, Wagh Bakri aims not only to cement its base in their existing markets like Gujarat and Maharashtra but also to expand its reach in new markets like Western UP.

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/11/Wagh-Bakri-tea.jpg

Credits:

Brand: Wagh Bakri Tea

Client: Parag Desai, Yogesh Shinde

Agency: Scarecrow Communications

Creative: Raghu Bhat, Manish Bhatt, Joybrato Dutta, Yatin Vaidya, Vaishakh Jhunjhunwala, Gaurav Vaswani

Account Management: Arunava Sengupta, Prerana Suvarna, Kushank Jain, Sajesh Soman

Production House: Light bulb motion pictures

Director: Pinaki Bose

Producer: Pagarav Pate

Info@BestMediaInfo.com

Info@BestMediaInfo.com