Wagh Bakri appoints Saints and Warriors for Mili

The business will be managed from the agency's Mumbai office.

Packaged tea brand Wagh Bakri has appointed Saints and Warriors as its creative agency for its second brand Mili. The business will be managed from the agency's Mumbai office.

Confirming the news to afaqs!, Parag Desai, executive director, sales and marketing, Wagh Bakri Tea Group, says that he liked the strategy and the creative approach that Saints and Warriors presented. "Mili is a popular brand in north India, and we are planning for a national footprint." A campaign will be launched in a month's time. It will involve a mix of ATL and BTL activities.

Speaking about the brand Mili, Desai says it is an ideal packaged tea brand for those who otherwise prefer loose tea. "Also, in India, we are witnessing a change in the pattern of tea consumption. People are slowly moving from buying loose tea, to opt for packaged tea. We want to make the most of this shift in preference. We have big plans for the brand," adds Desai.

Mudra managed the creative mandate for the Mili brand a few years back, after which it moved to Hanmer MSL's Creative+, the last agency to work on this business.

Wagh Bakri has Triton Communications and Percept/H on its roster. In 2009, Percept/H bagged the creative duties for Wagh Bakri's Good Morning Tea & Tea Bags.

The spends for the marketing and promotion of the Mili brand for this financial year are yet to be finalised. Desai explains that they will be in sync with the creative strategy.

Wagh Bakri had earlier expressed its intention to appoint a creative agency for its Tea Lounge offering. The company had launched the Tea Lounge, a first of its kind in Delhi, with an intention to expand its footprints in the northern part of India. But, the hunt for the agency is still on, although several Delhi-based creative agencies have made their presentations.

Wagh Bakri Tea Group is a premium tea group, in existence since 1892. It has a production base near Ahmedabad. The company enjoys a market presence in Gujarat, Rajasthan, Madhya Pradesh, Maharashtra, Goa, Delhi, and Hyderabad, and has recently forayed into Chhattisgarh.