In a recent multi-agency pitch, Percept/H, the advertising arm of Percept Ltd, has won the creative mandate for 'Good Morning Tea & Tea Bags', a premium brand of tea from the Wagh Bakri Group. The incumbent agency was Contract.
Wagh Bakri Group is one of the largest privately-held tea producers and sellers in India, making leading strides in tea exports. The group sells more than 25 million kg of tea annually and retail consumer packing to countries all over the world. Good Morning Tea and Tea Bags are currently available in Mumbai. Wagh Bakri has aggressive plans to establish its brand in all the metros by end of the next year.
Talking about advertising for the premium brand of tea, Parag Desai, executive director, Wagh Bakri Group said, ''We required an aggressive agency which shared our vision to establish 'Good Morning' as a lifestyle brand across all metros using a 360-degree approach. We shared an old relationship with the owners of Percept and realised that with the changing time and marketing dynamics Percept suits the requirement perfectly.''
Commenting on the win, Prabhakar Mundkur, CEO, Percept/H said, ''We are very proud to partner with Wagh Bakri Group. I am particularly happy to be working on the tea category since I worked on black and green tea brands globally for seven years. Wagh Bakri has really good quality teas and we are sure that with our strategic & creative inputs, we will create memorable campaigns that delivers success in the marketplace.''
Said Amitava Mitra, director, Percept/H (Delhi), ''Our research and experience felt that Good Morning Tea and Tea Bags perfectly fits the lifestyle and quality requirements of Delhi tea drinkers. It is just a matter of time and will become household name across North India.''
Samarth Shrivastava, AVP, Percept / H added, "Drinking a particular brand of tea is a habit akin to reading a newspaper – very difficult to change. It's a challenge and we're sure that we will make a difference''
The communication will be supported by ATL communication along with heavy on-ground activation which will be sampling based leading to purchases.
The account will be serviced out of Delhi and Mumbai. The Mumbai team will be lead by Samarth Shrivastava and Mohit Totlani and the Delhi team will be lead by S. Suresh, under the leadership of Amitava Mitra