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Wagh Bakri Tea Group, the largest privately-held packaged tea group in India, has gone on air with its latest TV campaign by cashing in on election fever prevalent across its key markets of Delhi, Rajasthan, Madhya Pradesh and Chhattisgarh.
The new TV commercial focuses on leveraging Wagh Bakri Tea Group’s brand promise of ‘Hamesha Rishtey Banaye’, the company said here on Monday.
Conceptualised by Triton Communications, the campaign is betting on the elections which are underway in five key states and are crucial for the future of the two main national parties. Four of these states also happen to be major markets for Wagh Bakri Tea Group. The commercial shows some friends discussing the number of political parties in the current state of affairs and women preferring the “strong” tea brand.
Parag Desai, Executive Director of Wagh Bakri Tea Group, said, “While making the new TV commercial, we wanted to ensure that our message is direct, yet not a preaching one.
Renton D’Sousa, CEO and National Creative Director, Triton Communications, said, “Discussing politics is our national pastime and tea is the perfect catalyst.”
Wagh Bakri is an over a century-old brand from Gujarat Tea Processors & Packers Ltd, in existence since 1892. Its turnover is more than Rs 750 crore and it distributes over 30 million kg of tea annually, mainly in Gujarat, Rajasthan, Madhya Pradesh, Maharashtra and Goa. It has recently forayed in Delhi, UP and Hyderabad.
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