The Hindu Business Line : Triton bags tea brand Wagh Bakri account

TRITON Communication seems to be on a winning streak. This time, Gujarat Tea Processors & Packers Ltd (GTPPL) is moving the communication duties of the Wagh Bakri brand from McCann to Triton Communications with immediate effect.

Wagh Bakri, the undisputed market leader in Gujarat, is now planning to strengthen the equity of the brand to other states as well.

Speaking on this latest acquisition, Mr Mahesh Manjawala - Executive Vice-President, Triton Ahmedabad, said: "We have been pacing Wagh Bakri for a while now because handling a brand like Wagh Bakri is important for any agency. The culmination of our efforts was a series of meetings, which finally resulted in the client deciding to entrust the brand to us. On this account, we have worked with and will be continuing to work closely with our Head Office in Mumbai."

Mr Renton D'Sousa - Executive Creative Director, who worked with the Ahmedabad office on this account, commented, "the brand was exciting to work on because it already had such a strong equity in the market place. The objective given to us was to present the brand in a new and contemporary light. To be quite honest we did not get it bang on right from the beginning but the client worked along with us in helping us refine both the thought process as well as the final creative product that won us the business. Also, Yateesh and his planning team crystallised the entire thought process and that set us on our way."

Mr Yateesh Srivastava - Executive Director Strategic Planning, said: "This was one presentation that I was most happy to be involved in from the outside. The challenge lay in taking the brands positioning platform of relationships and giving it a new twist. In doing so we studied the behaviour of the target group and managed to give relationships a focused and singular platform. The creative took over from there and took quite a leap. The clients thinking on this was crystal clear and that helped in creating the final magic."

"Creative work is now being finalised and the result of our efforts will be on air very soon that is all we can say at the moment. You will have to wait and watch for the rest," said the team of Renton and Yateesh.