MUMBAI: After a multi-agency pitch, Scarecrow Communications, won the creative mandate for 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 can be noted that Wagh Bakri had not changed its agency in 10 years; Triton Communications was the previous incumbent agency.
Scarecrow Communications founder director Manish Bhatt 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.
Scarecrow Communications founder director Arunava Sengupta added, “Wagh Bakri is one brand which has not rested on its past laurels. Instead, they have always evolved with the times and focused on expanding its reach. We are thrilled to partner them in this exciting journey.”
Wagh Bakri executive director Parag Desai 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.
The company’s marketing senior GM Yogesh Shinde added, “We felt Scarecrow had hit the right chord. Their thought process on contemporising the brand thought, creative connect, out of the 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, having presence in tea business since 1892, is today the third largest packaged tea company in India with a turnover of over Rs 900 crore and over 32 million kg of tea distribution.
Scarecrow Communications, present in Mumbai and Delhi, currently handles accounts such as ITC, Emami, &Pictures, Hungama, Local Banya, Viacom, Reliance Mutual Fund, Only Vimal, among several others.