Wagh Bakri blends in with local expressions

Wagh Bakri Tea launched an aggressive campaign to deepen the brand connect with consumers in markets like Gujarat, Rajasthan, Madhya Pradesh, Maharashtra, Chhattisgarh and Karnataka through a unique outdoor media campaign that was planned and executed MOMS Outdoor Media Solutions. The campaign creatives were designed in a way that easily resonates with the local culture of each target market.

Speaking about the campaign, Parag Desai, Executive Director, said that, “Our team took a unanimous decision to opt for a glocal strategy. Our research indicates that local language can be effectively utilised to win the trust of the consumer.”

“The most tedious task was to identify the medium and locations for displaying the communication. Once the right medium and locations were identified, our task became simple,” said Nishit Shah, Deputy General Manager, Trade Marketing, Wagh Bakri Tea Group.

The campaign in Ahmedabad revolved around Wagh Bakri Spiced Tea to create the brand recall through hoardings. Key product attribute such as a uniform mix of 7 spices with medicinal benefits was the chief attraction of the campaign. In order to build connect and brand recall the hoarding campaign in each city had a different callout, e.g. Body copy of Surat read ‘Suratiyon Ni PasandWagh Bakri Cha’ (The most preferred tea of the people of Surat, Wagh Bakri Tea) and so on.

Speaking about the rollouts in Madhya Pradesh and Chhattisgarh, Yogesh Shinde, Vice President, Wagh Bakri Tea Group said that “in our interaction with the local market we discovered that Wagh Bakri Tea, which is a premium blend of tea, was a class apart from the rest of the brands, therefore our hoardings in Madhya Pradesh and Chhattisgarh read – ’24 Carat Sone si GunwattaWali Wagh Bakri Chai (Pure as 24 Carat God, Wagh Bakri Tea).”

Mumbai, Pune and the Marathwada region witnessed a marketing blitzkrieg by the Wagh Bakri Tea Group with strategic focus on overhead hoardings in Pune and bus branding and bus shelter branding in Mumbai. “Mumbai posed a unique challenge — the segregated geographies of Mumbai are indicative of divergent cultures. To justify the divergence and stress on uniformity of the message, our communication read – Colabahoya Malabar Hill. Ab Mumbai ki favourite, Wagh Bakri Chai,” said Yogesh.

“Pune and Marthwada region are at the core of Maharashtra’s cultural identity, therefore the message conveyed is – Pune karana Avadleli Kadak Chav, Wagh Bakri Chaha (The strong flavour preferred by Punekars, Wagh Bakri Tea),” said Parag.

“Bengaluru is the hub of India’s economic renaissance which has attracted talent from all across the world. This is one place where the message has to as crisp as possible,” said Vijay Lahoti, President, Sales, Wagh Bakri Tea Group. Considering this thought process the group emphasised on the key differentiators of Wagh Bakri Tea which are unmatched taste, superior texture and unique aroma which are signified by ‘Awesome Taste. This has to be Wagh Bakri Tea’.

Jayesh Yagnik, COO, MOMS Outdoor Media Solutions, said: “We have got multiple opportunities to plan for Wagh Bakri and we always take great pleasure to create a different campaign. When you have to plan for an FMCG brand, placement of media plays a very important role and we at MOMS always make sure that we spend enough time on deciding whom we are taking to and making sure we do media deployment as per the TG area. Keeping the brand imaginary in mind the campaign has been designed for the desire impact with large format traditional OOH along with multiple frequency media”.