Scarecrow wins Wagh Bakri's business

The account has moved from Triton Communications after 10 years.

Scarecrow Communications was awarded the creative mandate for Wagh Bakri Tea following a multi-agency pitch. The portfolio includes the flagship brand Wagh Bakri Tea and Good Morning Premium Tea. The account will be handled out of the agency's Mumbai office. Triton Communications, the incumbent agency on the brand, had been handling the creative duties for the last ten years.

Manish Bhatt, founder director of Scarecrow Communications says, "Wagh Bakri isn't just any brand. It's a 122-year-old tea brand. And had a special connection with Mahatma Gandhi. It has been a part of the lives of Indians for over three generations. And it is a special feeling to be associated with such a heritage brand."

Adds Arunava Sengupta, founder director, Scarecrow Communications, "Wagh Bakri is one brand which has not rested on its past laurels. Instead, it has evolved with the times and focused on expanding reach. We are thrilled to partner them in this exciting journey."

Parag Desai, executive director, Wagh Bakri states, "It was a big move for us to call a pitch considering our aggressive plans in various markets (in India) and verticals and countries. We are India's largest privately held packaged tea Group and intend to build our market share in the premium tea category.

Yogesh Shinde, senior general manager, Wagh Bakri notes, "We felt Scarecrow had hit the right chord. Their thought processes on contemporising the brand thought, creative connect, out-of-the-box thinking and passion made them an obvious choice. Our next campaign, which is currently under production, has been conceived by Scarecrow Communications and will be released very soon."

Wagh Bakri Tea Group is a premium tea company established in1892. Today, it is the third-largest packaged tea company in India with a turnover of over Rs 900 crore.

Scarecrow Communications, present in Mumbai and Delhi, currently handles accounts such as ITC, Emami, &Pictures, (Zee), Hungama, Local Banya, Viacom, Reliance Mutual Fund and Only Vimal.