Top Story

Home >> Marketing >> Article

Wagh Bakri’s Mili Tea bets on the consumer-retailer relationship in its latest campaign

17-February-2018
Font Size   16
Wagh Bakri’s Mili Tea bets on the consumer-retailer relationship in its latest campaign

The humble tea is an irreplaceable go-to drink for many Indians, and is widely consumed across households, local tea stalls and restaurants. This is especially true in the Northern part of India, where the act of drinking chai is woven into the cultural and communal fabric of the region. Wagh Bakri, India’s third largest packaged tea company providing a wide array of teas with over 42 million kg of tea distribution, has a strong presence in the Northern belt of India.

Wagh Bakri’s Mili, the brand’s mass segment brand, comeswith a quality blend, strong aroma, appealing colour and taste, all at a reasonable pricing.The chosen ambassador for the brand, Sakshi Tanwar, personifies the brand’s attributes, and her popularity amongs tIndian households is sure to help the brand resonate with the target audience, especially in tier II and III cities.

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a whole new, rustic avatar. The agency crafted the ad film with Sakshi playing a ‘local shop owner’ – one of the biggest influencers in the lives of grocery buyers in India. The film begins with a female consumer walking into a local store and calling for the grocer - only to be addressed by Sakshi. The consumer then asks for a packet of tea,and to her surprise, is offered a freshly brewed cup of tea instead of a pack. In her Haryanvi accent, Sakshi confidently advises her to sample the tea as an exercise to prove its superior flavour, before mentioning its reasonable price.

This decision to feature a retailer and play out the story within the store, stems from the findings of a nationwide consumer survey conducted by the Wagh Bakri Tea Group. The research found that retailer advice had an immense impact on consumer buying behavior, and portraying a retailer in a TVC further motivated local retailers to promote a brand.

The TVC is produced by Anand Karir, Director, White Script, who portrays the glamorous actress in very traditional attire, reflecting the deep green and red hues of the brand and an unfettered Haryanvi accent, bringing to life the simple appeal of the typical North Indian grocery set-up and the consumer- retailer relationship.

As per Parag Desai, Executive Director, Wagh Bakri Tea Group, “Mili is one of the most well-distributed tea brands from our group. Its quality is liked and preferred by North Indian consumers as compared to our national competitors. We are confident that through the new Mili TVC we will be able to reach out to a larger audience”.

“We got down to the core benefits of the product and delivered it in the simplest manner possible. The convincing power of the retailer was proven in our market visits, so all we had to do was create an interesting conversation between the retailer and consumer. The product insight – that if you try Mili once, you’ll be convinced of its quality – was effortlessly integrated.” added Rajiv Sabnis, Executive Director, DDB Mudra Group.

Link to the film- 



Tags Sakshi Tanwar Wagh Bakri Tea

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.