Scarecrow Communications India asks consumers about their first Wagh Bakri tea time

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, India’s third largest packaged tea company addresses this challenge by introducing a new brand asset #PehliMulakat. (First meeting). This campaign was born out of a series of real conversations with people who shifted to Wagh Bakri tea. It focuses on the instances that led to people sampling Wagh Bakri tea for the first time and the specific tea attributes that impressed them.

VIEW SPOT ONE

VIEW SPOT TWO

VIEW SPOT THREE

The 3 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. These protagonists were chosen basis the existing target audience profiles. The campaign has been conceptualized by Scarecrow Communications. 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.

Speaking about the campaign Parag Desai, Executive Director of the 122 year-old brand explains the insight that led to this campaign, “Our extensive research showed that once a consumer 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 (Founder Director, Scarecrow Communications) says, “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 (Founder Director, Scarecrow Communications) said, “Wagh Bakri, is on a journey to get into newer markets. Tea ia 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”.

Yogesh Shinde, Vice President, Marketing said, ” 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.”

Credits –

Client: Parag Desai, Yogesh Shinde