Wagh Bakri rolled out a four-minute TVC which ran across news channels covering the visit of U.S president, Barack Obama on 26 January.
The film, conceptualised by Scarecrow Communications opens to a man waking up to a call from a client. As he is speaking, the housemaid gives him a video tape, which his wife has left for him. The video message is the wife’s way of telling the man that she’s leaving him. She recounts the story of how they met and reminds him of all the adjustments she made ever since he became part of her life. She reiterates her frustration at how their relationship has turned cold and how the husband never has time for her. She concludes by saying that this video tape is the closest she has gotten to talking to him in a while. The husband realises his mistake and heads to her house to win her heart again. When she asks him as to why he returned, he says that he wanted to have a cup of tea made by his wife. As she's shown making the cup of tea, the duo are shown sharing a few moments which show the audience that the wife has forgiven her husband. The film ends with the man asking his wife if she wants a cup of tea. As she nods and gets up to make it, he tells her that he'll make it instead.
Parag Desai, MD, Wagh Bakri Tea Group, said, “We are sure 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.”
Yogesh Shinde, senior general manager, marketing, Wagh Bakri Tea Group, added, “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.”
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.”
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.”
Client: Wagh Bakri
Creative agency: Scarecrow Communications Ltd., Mumbai
Creative team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar, Joybrato Dutta, Lalit Sakurkar, Vaishakh Jhunjhunwala, Faraaz Ansari.
Account management team: Arunava Sengupta, Amitabh Sreedharan, Anuj Mehtani, Kushagra Nigam, Sajesh Soman, Niraj Sontakke
Client team: Paragbhai Desai, Yogesh Shinde, Shailabh Sharma, Niyati Gadhia
Production house: Chrome Pictures Pvt. Ltd.
Director: Aleya Sen Sharma
Producer: Prafull Sharma, Daniel Amanna
Chief AD: Naved Ahmed
Line producer: Nicky
Post supervisor: Nihal Vaidya
Casting director: Aniket Khabade
Costumes: Urmi & Hemal
Post production: Pixion Studios, Splice Studioz
Song lyrics: Manish Bhatt
Music composer: Keerthi Sagathia