Wagh Bakri Tea reinforces consumer bonding around'Pehli Mulakat'

Wagh Bakri Tea Group’s ‘Pehli Mulakat’ campaign touches upon the beauty of human relationship. Human relationships are intrinsic to brand Wagh Bakri Tea. The Group had conducted a consumer research on how Wagh Bakri Tea has become an essential and integral part of the consumers’ routine since the first sip. Pehli Mulakat, a testimonial campaign, revolves around the refreshing experience of the first sip of Wagh Bakri tea with friends, family, colleagues at formal or casual gatherings. “In order to synchronise our outreach initiatives we have also ensured visibility through means of hoardings at strategic locations across the market landscape, awareness through presence in effective digital media, radio, TV and the print media”, said Parag Desai, Executive Director, Wagh Bakri Tea Group.

“The process of putting up a hoarding in a particular area requires an in-depth understanding of the demography, acknowledging the diversity and designing the creative in tune with the language and cultural orientation of the market,” said Yogesh Shinde, Vice President, Marketing, Wagh Bakri Tea Group. “The hoardings are essentially an OOH campaign which speak about the consumer preference for Wagh Bakri tea invoking the senses of taste, colour, aroma, freshness and in totality an amazing tea drinking experience that lingers in the consumer mind”, he added.

It is noteworthy that the hoarding campaign has minimal text and a judicious display of visual elements, which according to marketing experts is ideal methodology to get the message through.