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Wagh Bakri assigns creative duties of Good Morning to Contract; Triton to handle new launch

29-November-2007
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Wagh Bakri assigns creative duties of Good Morning to Contract; Triton to handle new launch

Wagh Bakri Tea Group has launched Wagh Bakri Perfect Premium Leaf Tea, which is a variant of the Group’s main brand Wagh Bakri. The company already has a strong presence in Gujarat, Rajasthan and Madhya Pradesh, and is now set to enter and establish its presence in Maharashtra. The creative duties for the new product will be handled by Triton Communications.

Interestingly, Mahatma Gandhi had endorsed the Wagh Bakri brand, and the company claims to be India’s third largest packaged tea company.

Wagh Bakri offers different brands for different need groups and price segments. Among its brands are Good Morning, Wagh Bakri, Mili, Navchetan, Wagh Bakri Tea Quik, and speciality teas like D’Ling and certified organic teas.

Meanwhile, there has been a change in the agency for one of the Group’s two main brands – Wagh Bakri and Good Morning – which were being handled by Triton Communication. Piyush Desai, CMD, Wagh Bakri Tea Group, informed that recently the creative duties of Good Morning were assigned to Contract Advertising.

Confirming the development, Desai explained, “There was no pitch called and also there is no specific reason for shifting the duties to another agency. We are very happy with the work with Triton and look forward of working with them in future for Wagh Bakri.”

Desai confirmed that the combined account size for Wagh Bakri, Mili and Good Morning was upwards of Rs 10 crore.

The new brand variant is positioned as one that would lead to a ‘perfect’ relationship. Wagh Bakri has developed premium packaging to retain the freshness of the tea by using state-of-the-art technology. The tea packs of 250 gm and 500 gm have a foolproof hologram label to avoid spurious duplication. The company would be adopting a 360-degree approach towards branding and marketing the new brand variant, with promotions being planned across all media.

On the launch, Desai said, “With the launch of Wagh Bakri Perfect Premium Leaf Tea, we would be present in majority of retail outlets across the state through our main dealers. After our successful venture in Gujarat, Rajasthan and Madhya Pradesh, we are confident of our performance in Mumbai, and simultaneously the whole of Maharashtra.”

When asked about his plans on entering international markets, Desai informed that the company was on a lookout for opportunities with foreign consultants. He said, “We are talking to some consultants and have also approached few players like McKinsey, Boston, KPMG and others. So, I guess the plans will be finalised by the end of FY08.”

Speaking on the Group’s plans for an initial public offer (IPO), Desai explained, “At present, we have begun to restructure our company. What we have decided now is that wherever there is good talent present, we will start operating from Mumbai. So our main activity will take place from Mumbai and the major operations and management –nationally or internationally – will be headquartered from Mumbai. So once our team is ready and we are done with the restructuring, we will soon go for an IPO.”

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