Wagh Bakri plans to go north; hunt on for a creative partner

With the aim to expand its business in North India, the company launched its first Tea Lounge in Delhi on Oct 19.

Packaged tea brand Wagh Bakri is on the lookout for a creative agency for its Tea Lounge in Delhi.

Triton Communications and Percept/H are on the company's roster.

The company, which already has a presence in Rajasthan, Gujarat, Madhya Pradesh, Goa, and Maharashtra, is now ready to expand its footprints into North India.

Confirming the news, Parag Desai, executive director, sales and marketing, Wagh Bakri Tea Group, tells afaqs!, "We have launched Tea Lounge, a first of its kind in Delhi. And, with this, we step into the North Indian markets. We wish to expand to other parts of North India, as well."

Desai says that in order to effectively spread awareness about its offering, Wagh Bakri is on the lookout for a Delhi-based creative partner, which can help the company build the right kind of communication, and draw up its marketing strategy and expansion plans.

The lounge was launched on October 19 in Pitampura, Delhi. Television actress Saakshi Tanwar was present at the launch.

The tea lounge brews a wide selection of Indian and international teas including green tea, organic tea, and a variety of flavoured tea. It also serves various regional specialities such as the Darjeeling, Nilgiri, Sikkim, and Oolong varieties of tea.

According to Desai, the Tea Lounge is an innovative concept. "With these Tea Lounges, we want to showcase and re-introduce the glamour and romance in tea drinking." He says that the idea is to attract all age groups to the lounge.

Citing the example of the Tea Lounge in Mumbai, Desai says that the lounge is visited by college students, as well as the elderly and the middle-aged.

The company is looking at a mixture of both ATL and BTL activities in order to spread awareness about the Tea Lounge. "We are planning to use print, outdoor, digital and below the line advertising in order to spread awareness about the brand," says Desai.

The spends for the marketing and promotion of the Tea Lounge offering for this financial year are yet to be worked out. According to Desai, it will be decided in tandem with the creative partner.

The Tea Lounge in the capital will be managed by the New Delhi-based and Pravin Juneja-owned hospitality services company called South Asian Hospitality Services.