Over steamy cup of tea, Wagh Bakri creates bonds

Gujarat Tea Processors Private Limited has launched a new ad campaign for its Wagh Bakri Tea brand, Chai Jo Sabko Paas Bulaaye. Conceptualized by GTPPL's creative agency Triton Communications, the main objective of this campaign is to fuel brand growth in the new markets by making the brand and its philosophy relevant to the consumer.

Speaking exclusively to Adgully, Renton D'sousa, National Director, Creative and Strategy, Triton Communications P Ltd said, "Wagh Bakri has launched in new markets like Maharashtra, Delhi, Haryana, Andhra Pradesh, Goa and Chhatisgarh extending its reach and consolidating its position as a national player in the tea category. Hence a new TVC was required that could take forward the brand's positioning of "Hamesha rishtey banaye" and in doing so strike a chord with the consumer in these diverse markets."

The TVC commences by showing a couple who has just shifted to a new residence. The husband begins to long for his old friends. Wife reassures him by saying that they could make friends here itself. The next shot is of the wife in the kitchen, preparing Wagh Bakri tea. A neighbor passing gets enticed by the aroma and ends up ringing their bell. Then the neighbour joins them in having a cup of tea and loves the taste. He ends up calling his wife too who is mesmerized by the color and calls her friend for a cup who in turn loves the tea and calls her husband and so on. A lot of people thus become friends with the new residents all of a sudden, bringing alive the brand positioning of Wagh Bakri- Chai Jo Sab Ko Paas Bulaaye. Hamesha Rishte Banaye.

Commenting on the responses for this TVC, D'sousa said, "The sales team is very excited with the commercial and initial dip stick surveys show that the TVC has been appreciated and is being talked about amongst the dealers, distributors and consumers alike. The primary off take has also surpassed expectations."

Ali Merchant, Founder Director Triton further added, "Consumer response both in terms of message, recall/ likeability and sales especially in the new markets has been over whelming"

The insight on the campaign is that today's young couples are on the move migrating to different places to follow their dreams. Very often they move to places where they are total strangers and do not have a friends circle. They are looking for ways to break the ice and befriend their neighbours to begin with and what better way than to invite them over for a cup of tea.

The agency has used this aspect of Wagh Bakri that it brings people together ' beckons them and makes them bond over a cup to communicate the brands positioning and philosophy in a very unique and interesting manner.

Over the years Wagh Bakri talked about bringing together people from various walks of life, bringing together enemies, families and friends who had drifted apart due to family fights. In order to understand how to keep the brand philosophy relevant a national research was conducted. This showed that people today don't have time to keep enmities; rather they choose to ignore such relationships and move on with life. Because of their busy lives they have become close knit, introverted and thus more insecure. "We used this insight to make Wagh Bakri relevant and appealing to prospective consumers. With Nuclear families on the rise than ever before, with income levels rising, more and more people are moving to new houses or bigger houses. The insecurity of leaving old friends behind and wondering about this new environment is always very high on a family's mind. We thought this would be a good life and mind stage of the prospect to make Wagh Bakri Tea's proposition relevant," further added D'sousa.

The concept of using social reality as a relevant element is appreciated by large in the industry. However, by targeting the young housewife belonging to a growing middle class consumer population across India, how this TVC will make sense to this educated segment is another analysis in itself. Simply by creating friendships through sharing a mug of tea is not a concept this now educated group of target audience will easily buy. | By Janees Antoo [janees(at)adgully.com]