Proposal for Wagh Bakri

Objective:

Promote Wagh Bakri as a legacy + premium brand (especially Good Morning and
Wagh Bakri brands) to the digital audience though a varied marketing mix

Current digital Assets:

• An e-commerce enabled website, with global delivery option.

• A facebook group with 2168 fans
• Content surrounding tea, tea related recipes

Current communication peg:

Hamesha rishte banaye

Strategy:

Invoke the traditional values that Wagh Bakri has stood for in the digital medium

There are two communication routes to take:

First Route: Play around the rituals that are associated with drinking tea.

• Ritual One :

• Mera Wallah Chai

Each tea drinker has a unique ‘ mera wallah chai’ recipe. These tea
connoisseurs have perfected a recipe that is unique to them and would
not have any other chai. The popularity of Wagh Bakri in Gujarat,
Rajasthan, and Madhya Pradesh is attributed to this special craving for
a spicier tea

Digital Solution :

A ‘my tea, my recipe’ that is activated through a blog/microsite. There

will be incentive for best insights/recipes/taste. Users can update their
recipe. Other users can try of course, this will be a commodity story
and not a brand story

• Ritual Two
 • My chai in my pyala ( what I have in mind is to tie up with myntra,
pringoo to create customized tea cups for each individual and bundle it
with Wagh Bakri e-commerce site )

Each one of us has our favorite cup to have chai with. It could have a
family photo or is unique in the way it looks and represents the
consumer. The consumer identifies special moments with the cup and
the ritual of having chai in it.

• Ritual Three:

• My new Chai ( A series of stories around different ways of making

chai using Wagh Bakri products )

While some people are very finicky about the chai they have, some
others are the experimentative type who would like to try out different
types of tea, based on weather, mood, time of the day, availability, need
for a change.

Communication Peg Two:

Getting rivals together over a cup of chai.

Traditionally, Wagh Bakri has stood for bringing rivals together over chai. Wagh (
Tiger ) and Bakri ( Goat ) having chai from the same cup.

A failed attempt was made to do a commercial using Greg Chappel and Sourav
Ganguly together in a TVC. This brand proposition can be easily promotoed
through a series of comics , flash banner ads that be can be then promoted
through a media plan.

In terms of a reference, we can think of taking the route that Amul did with
running comics around current affairs in their hoardings+ print ads

Relevant Example: A play around Nitish Kumar and Narendra Modi having a
cup of tea after their recent publicly fought quarrel.