Mili Tea blends with daily moments of joy, consistently

Mili Tea, a brand under Wagh Bakri, has released its latest advertising campaign to communicate its 'blend consistency'.

Created by Saints And Warriors, the film aims to establish an emotional connect with consumers. In the film, a lady is shown waking up her husband and serving him a cup of Mili tea. This is followed by a scene where the husband is coming back after a day's work and greeting his child, and is then served Mili tea again by his wife. A soundtrack playing in the background communicates the 'blend consistency' provided by Mili.

Commenting on the TVC,  Sartaj Jaffri, branch head, Mumbai, Saints and Warriors, said, “We needed to communicate the ‘blend consistency’ and thereby consumer benefit of the consistent taste - its unique proposition – Har Roz Ek Hee Swad. Since the brand has expanded its presence and is currently gaining remarkable market share, the task was also to elevate the brand image as a national player”

Kshitij Salve, group head, Saints and Warriors, added, “We needed to emphasise the core proposition of consistency which I think is a great space to be in. We brought in the moments that brighten up our day, that give us joy and make our day worthwhile without fail. Mili chai, because of its consistent great taste, is also a part of those moments of joy.” 

Parag Desai, executive director, Wagh Bakri Tea Group, said, “Mili Tea has been received well nationally. Due to its consistent taste and best possible blend in its price point, Mili Tea has great consumer pull and is fast becoming preferred brand in all new markets. This is because at Wagh Bakri Tea Group, we endeavor to serve best quality tea products to our customers. In the Mili TVC we endeavor to connect with our TG through well-known faces of television actors playing lead characters as television has had a huge impact on the way we conduct ourselves in today’s day and time.”

Along with the TVC, which will air for six months, Saints And Warriors will also be creating a purely 'functional' TVC. Print and OOH ads will also be created.