Wagh Bakri Tea Group will launch its four-minute TVC over 10 leading channels on Republic Day. It’s a guerrilla plan to target news channels, which would be covering US President Barack Obama’s visit that day and attracting maximum viewership. The channels have created special slots to accommodate the TVC.
The teasers of the TVC will be aired on the channels (over 50 times on each channel) on January 24 and 25.
“We are sure Obama’s visit to India will go a long way in strengthening the India-US relationship. As a brand that has always stood for creating relationship, we couldn’t think of a better day to launch the TVC,” said Parag Desai, Managing Director, Wagh Bakri Tea Group.
Scarecrow Communications is the creative agency that has conceptualised the TVC.
“Wagh Bakri as a brand has always stood for relationships with its tagline – ‘Hamesha Rishtey Banaye’. The new TVC gives this thought a contemporary dimension. Our research revealed that today relationships are suffering. The young India is ambitious, works round the clock, and hence, can’t give the much-needed time. Every relationship needs to sustain its warmth. In this, we saw a perfect statement for Wagh Bakri to connect with the new India,” said Manish Bhatt, Founder-Director, Scarecrow Communications.
The TVC ends with the brand’s new positioning – ‘Wagh Bakri Chai, Rishton mein garmahat laaye, Hamesha rishtey banaye.’ The film has been directed by Aleya Sen Sharma and produced by Chrome Pictures.
“If you look at tea communication across brands, across countries – rejuvenation is a core rational benefit. While Wagh Bakri has always owned a strong emotional plank of ‘Rishtey Banaye’, the rejuvenation part was missing. The extension of ‘Rishton mein garmahat laye’, beautifully completes the communication,” said Arunava Sengupta, Founder-Director, Scarecrow Communications.
Yogesh Shinde, Senior GM-Marketing at Wagh Bakri Tea Group, says, “Though this is a long-format film, the beauty is that there are two components to it – the story and song. While the song complements the story, it also works in isolation. It will help us promote the TVC like a music video and create shorter edits. It will be amplified on radio too.”