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- 




Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

Guest Column: The CEO of Worldwide Media takes us through the notable trends and exciting developments in the media & entertainment space

Aaj Tak announces a thought provoking brand campaign where the launch platform includes first ever News Roadblock on Aaj Tak Prime Time