Scarecrow Communications was awarded the creative mandate for Wagh Bakri Tea portfolio following a multi-agency pitch. The portfolio includes the flagship brand Wagh Bakri Tea and Good Morning Premium Tea. The account will be handled out of agency’s Mumbai office.
Triton Communications is the incumbent agency on the brand which handled its creative duties for lats ten years.
Manish Bhatt, founder director of Scarecrow Communications says, “Wagh Bakri isn’t just any brand it’s a 122 year old tea brand. And had a special connection with Mahatma Gandhi. It has been a part of the lives of Indians for over three generations. And it is a special feeling to be associated with such a heritage brand.”
Adds Arunava Sengupta, founder director, Scarecrow Communications “Wagh Bakri is one brand which has not rested on its past laurels. Instead, they have always evolved with the times and focussed on expanding their reach. We are thrilled to partner them in this exciting journey.”
Parag Desai, executive director of Wagh Bakri states, “It was a big move for us to call a pitch considering our aggressive plans in various markets (in India) and verticals and countries. We are India’s largest privately held packaged tea Group and intend to build our market share in the premium tea category.
Yogesh Shinde, senior general manager, Wagh Bakri notes, “We felt Scarecrow had hit the right chord. Their thought process on contemporizing the brand thought, creative connect, out of box thinking and the team’s passion, made them an obvious choice. Our next campaign, which is currently under production, has been conceived by Scarecrow Communications and will be released very soon.”
Wagh Bakri Tea Group is a premium tea company, having presence in tea business since 1892. Today it is the third largest packaged tea company in India with a turnover of over Rs. 900 Cr. and over 32 million Kgs. of tea distribution.
Scarecrow Communications, present in Mumbai and Delhi, currently handles accounts such as ITC, Emami, &Pictures, (Zee), Hungama, Local Banya, Viacom, Reliance Mutual Fund, Only Vimal, among several others.