Celebrating Strong Taste: Kadak Mhajne...Mili chaha!

Known for their strong spirit, the people of Maharashtra have a special love for tea. Stemming from this insight, Mili Tea has weaved their new television commercial around the strong taste of tea. The film features people from various walks of life and shows the popularity and trust that the brand has garnered. The phrase 'Kadak mhanje.." is repeated by each character in the film to justify things that they strongly like. For instance the young marathi boy is an avid fan of Sachin Tendulkar's cricketing shots or the policeman who feels strong and proud about the fearless Marathi spirit.

The release of the film is in sync with the launch of the new Dust blend launched by Mili Tea. The new and improved Dust tea is stronger and has rich colour and taste. The special blend made for Maharashtra is brewed keeping in mind the tastes and preferences of the Marathi taste palette. The 30 second film is conceptualized and executed by the Mumbai based creative agency Saints and Warriors.

Parag Desai, the Executive Director of Wagh Bakri tea group says that the campaign is a genuine reflection of the people's choices and strikes a chord with the consumers. 'We understand the preferences of our customers and are always ready to adapt to suit their taste. Thus we launched this new blend which is stronger in taste. Quality is never compromised and the satisfaction of the consumer is of utmost importance", he states.

Pushpinder Singh, Chairman at Saints and Warriors believes that the campaign is highly effective as it has been successful in capturing the audience's mindset. “The brand continues to retain its core positioning which is around consistent taste, while defining the taste to be more relevant to Maharashtra market. We are hopeful that the communication will galvanize the trade as well.”