As Barack Obama visits India Wagh Bakri Tea Group launches long format tvc via Scarecrow Communications to connect with the new India

Today is Indian Republic Day, and Wagh Bakri has launched its new 4-min TVC across 10+ leading channels. It’s a guerrilla plan to target news channels who would be covering Barack Obama’s visit that day and attracting maximum viewership. The channels have created ‘special slots’ to accommodate this long format TVC. On the 24th & 25th of January teasers were aired on the same channels (over 50 times on each channel) to heighten curiosity.

VIEW THE SPOT

Parag Desai, MD, Wagh Bakri Tea Group said, “We are sure Mr. Obama’s visit to India will go a long way in strengthening the India-USA relationship. As a brand that has always stood for creating relationship, we couldn’t think of a better day to launch the TVC.”

Commenting on the film, Manish Bhatt, Founder Director, Scarecrow Communications said, “Wagh Bakri as a brand has always stood for relationships with its tagline – ‘Hamesha Rishtey Banaye’. The new TVC gives this central thought a contemporary dimension. Our research revealed that today relationships are suffering. The young India is ambitious, works round the clock and hence can’t give the much needed time, every relationship needs to sustain its warmth. In this, we saw a perfect statement for Wagh Bakri to connect with the new India.”

The TVC opens on a man waking up to a call from an international client. As he is speaking, the housemaid gives him a video tape, which his wife has left for him. As he plays it, he is taken aback. It’s a heart-rending confession of his wife, who says that she is leaving him, because she has realised that over time their relationship has turned cold. Her confession also takes the viewer through their relationship – from how they met, the wife’s longing for the husband’s attention, and finally her decision to walk out on him. The husband realises his mistake and heads to her house to win her heart again.

A specially composed song kicks in – which beautifully blends the recipe of tea-making with the recipe to sustain the warmth in relationships. The film ends with the new positioning ‘Wagh Bakri Chai. Rishton mein garmahat laaye, Hamesha rishtey banaye.’

The film has been directed by Aleya Sen sharma and produced by Chrome Pictures. (The production house that has produced Lifebuoy Gondappa and Google Reunion films)

Arunava Sengupta, Founder Director, Scarecrow Communications added, “If you look at tea communication across brands, across countries – rejuvenation is a core rational benefit. While Wagh Bakri has always owned a strong emotional plank of RISHTEY BANAYE, the rejuvenation part was missing. The extension of ‘Rishton mein Garmahat laye’, beautifully completes the communication.”  

Yogesh Shinde, Sr. GM, Marketing, Wagh Bakri Tea Group commented, “Though this is a long format film, the beauty is, there are two components to it – one is the story, and the other is the song. While the song complements the story, it also works in isolation. It will help us promote the TVC like a music video, and also create shorter edits. It will be amplified on radio too.”

Credits –

Music Composer (Song & Background): Keerthi Sagathia