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Triton and Rajkumar Hirani get ready for new Wagh Bakri TVC

06-December-2004
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Triton and Rajkumar Hirani get ready for new Wagh Bakri TVC

Gujarat Tea Processors and Packers Ltd. (GTPPL) along with Triton Communications have signed on Rajkumar Hirani to direct their latest TV commercial for their brand Wagh Bakri. This would be the first TVC for Wagh Bakri after Triton was signed up as the creative agency.

Said Ali Merchant, Director, Triton Communications, “It was with a great deal of faith and expectation that we took the script to Rajkumar Hirani and after seeing the final product, I am confident that this commercial will go a long way in strengthening the essential equity of the Wagh Bakri brand, which is centered around relationships. I see this commercial making an impact in the market from day one.”

Renton D' Sousa, National Creative Director, Triton Communications, explaining why Hirani was chosen, said, "Once we had the script ready we were looking for a director who understood the delicate nuances of portraying relationships. I had seen ‘Munnabhai MBBS’ and once the strategy and the script were in place, I instinctively felt that Rajkumar Hirani was the person best suited to do the commercial and add value to it. The best part is that the client shared the same belief."

Hirani has the rare distinction of being among the few Bollywood directors to have an adaptation of his film in Hollywood. Known for his focused control over a story-line and the ability to extract remarkable performances from his cast, he brings a fresh approach to directing TV commercials with an emphasis on small moments and subtle nuances which tend to lift a script to greater heights.

Emphasizing the need for a grand scale TVC to re-energize the brand, Parag Desai, Director, GTPPL, observed, "Wagh Bakri is a leader in its category and has an excellent brand loyalty among tea drinkers who value relationships. The TVC, woven around a simple idea of relationship building, aims to drive home the association with an emotional twist."

Desai said the company was excited about working with Hirani. “We are sure the Wagh Bakri magic will spread through India just like the magic of Munnabhai MBBS. We had a warm, charming and a lighthearted script and translating this to film and adding value is Hirani's forte. We saw a synergy between Triton’s Hirani’s thought process and were convinced that this synergy is what would create magic for Wagh Bakri.”

The TVC for Wagh Bakri is now in the final stages of post-production and would be ready for broadcast in the next few weeks.

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