In a recent multi-agency pitch, Percept/H, the advertising arm of Percept Ltd., won the creative duties 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 today. The group is making leading strides in tea exports and ships its tea brands selling more than 25million kgs annually and retail consumer packing to countries all over the world. ‘Good Morning Tea & Tea Bags’ is present in Mumbai and has aggressive plans to be present in al the metros by end of the next year.
Talking about advertising for the premium brand of tea, Mr. Parag Desai, the 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 360 degree approach. We shared an old relationship with the owners of Percept and realized 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 7 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 & 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 Bombay. The Bombay team will be lead by Samarth Shrivastava & Mohit Totlani and the Delhi team will be lead by S.Suresh, under the leadership of Amitava Mitra.