Wagh Bakri rides on election fever with its own tea party

Wagh Bakri Tea Group has released its latest TV campaign by cashing in on election fever. The new TVC focuses on leveraging Wagh Bakri's brand promise of 'Hamesha Rishtey Banaye'.

Conceptualised by Triton Communications and produced by Filament Films, the campaign is betting on the elections which are underway in five key states.

The commercial shows a few friends at home discussing the current state of affairs in Indian politics. One of the men expresses his frustration at the number of political parties cropping up. A lady walks in with a tray of tea and says that they know of a party that is the best. The other women join in, describing this party as kadak (strong), and one that they will change their lives. The men, curious, ask them which party they're referring to and find out that it is the 'Wagh Bakri Tea Party'. The voiceover ends with - "Wagh Bakri Chai - Hamesha Rishtey Banaye (always building relationships)".

Parag Desai, Executive Director, 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. We wanted our customers to know that we believe in building relationships. We know this is can be best done by connecting our tea brand with the most current topic that has grabbed the attention of a large part of the country's population."

Renton D'Sousa, CEO and National Creative Director, Triton Communications, said, "Discussing politics is our national pastime and tea is the perfect catalyst. We leveraged the core strengths of Wagh Bakri tea i.e. flavour, taste and colour to bring alive the nation's expectation of the political establishment whilst maintaining the humour and more importantly, the brand promise. All of us bond over a cup of tea and Wagh Bakri tea is the perfect relationship enabler."

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