For us Gujaratis, tea means ‘ચા’ (cha) and ‘ચા’ means Wagh Bakri!
WB is one of the most favourite and preferred tea brands for Gujarati households. And the way the brand has been growing for over 100 years around the sutra of ‘hamesha rishta banaay’ has been simply brilliant.
I have been a big admirer of WB TVCs and print ads but two of the most recent campaigns have left me with lots of questions…putting them forward in this post
Wagh Bakri trying Tata Jaago Re?
Wagh Bakri had released these ads on the front page of Times of India, Sandesh and Divya Bhaskar, asking people to be sensitive in using their cell phones so as to ensure that other person is not unnecessarily disturbed.
So when I first saw this ad, with that clip art mobile phone I thought of Wagh Bakri must be bringing some mobile app. Then I started to read the body copy and by the time I finished the essay type copy, I was like What? Why? What?
First of all I was just not able to find a connect between the Wagh Bakri tea and being sensitive towards using the cell phone. Then when I thought harder I came to a conclusion to that may be Wagh Bakri like Tata Tea is trying to build its own Jaago re kind of social cause campaign. Even if that’s the intention then the execution is extremely poor for the reason stated below
- Non-relevant theme of the ad – asking people to use text messaging over direct phone call – is that even an issue? And even if it was ever then the trend has changed long time back with arrival of Blackberry messenger and then Watsapp (creative director of this campaign, needs technological upgrade)
- It’s not a design, it is a DTP work – The theme of the ad is poor, but the design makes it worst (seems like Microsoft Word was used to design this). There surely could have been a much smarter and creative way of showcasing the message instead of writing a short essay on technology and cell phones.
- Missing brand connection – putting a line at the end – ‘let us communicate effectively & with warmth over a cup of tea’ is nothing more than forced attempt to connect the cause with the brand. And in Gujarati copy, even that line is missing
- Missed the social too – today would you want to ask for the feedback on facebook/twitter or on email?
Unfortunately this print ad seems like an amateur attempt by a mature brand like Wagh Bakri.
Wagh Bakri’s Wrong Label
After Ranjit innerwears, Astral Poly Technik we now have one Wagh Bakri joining the league of Gujarat grown brands to tie up with movies to promote their brand.
As a part of Wagh Bakri’s tie up with Once Upon a time in Mumbai Dobaara (OUTIMD), I have seen more than 25 co-branded hoardings across Ahmedabad – seems WB promoting OUTIMD rather than OUTIMD promoting WB, that to at a very heavy cost!
But the big question I have is why a brand like WB who has always maintained on not to associate with celebs have gone ahead and tied up on a movie which has two of their competitors brand ambassadors – Akshay Kumar and Sonakshi Sinha, faces of Red Label tea (remember Akshay Kumar asking people to call up and convince Sonakshi that Red Label is tasty and healthy both)
More so ever there also doesn’t seems to be a logical connect of the WB brand with OUTIMD , however there have been attempts to justify the tie up as – “The perfect blend of kadak-meethi (strong and sweet) of our tea complies with the film’s tale of strong action and sweet relations. This movie is based on relations and our tagline suits the story the best.” (Source – http://bit.ly/14JmcgA). Seems somebody at WB got carried away by the excitement of associating up with OUTIMD so much that they probably forgot to check on who the starcast of the movie is.
But I give it to Wagh Bakri for always trying to do something new and keep their brand fresh and alive in the mind of people. And I hope that their next campaign will be more thoughtful…