Scarecrow Communications lands Wagh Bakri Tea portfolio following multi-agency pitch

After a multi-agency pitch, Scarecrow Communications India has been awarded the creative mandate for the Wagh Bakri Tea portfolio, which includes the flagship brand Wagh Bakri Tea and Good Morning Premium Tea. The creative duties will be handled by the Mumbai office.

It’s a significant move, considering the fact that Wagh Bakri had not changed their agency in 10  long years. Triton Communications was the previous incumbent agency.  

Reacting to this win Manish Bhatt, Founder Director of Scarecrow Communications said “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.

Arunava Sengupta, Founder Director of Scarecrow Communications added that “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 (pictured above), Executive Director of Wagh Bakri said “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, Sr, GM Marketing added “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 3rd largest packaged tea company in India with a turnover of over Rs. 900 Cr. and over 32 million Kgs. of tea distribution.