Wagh Bakri Tea Group has unveiled its latest integrated campaign, ‘Itti Si Wagh Bakri, Itti Kadak Swaad-bhari’, built around a consumer insight that questions the common practice of adding extra tea leaves to achieve a stronger brew.
Based on consumer research, the campaign addresses the growing tendency among tea drinkers to use additional tea leaves or over-boil tea in pursuit of richer flavour. Through the initiative, the brand seeks to challenge the belief that tea strength comes from quantity, emphasising instead that it is driven by the quality of the leaves and the expertise behind the blend.
Speaking on the campaign, Paras Desai, Executive Director, Wagh Bakri Tea Group, said, “Consumers should not have to compensate for tea quality by changing the way they brew their tea. For over 130 years, Wagh Bakri has focused on ensuring that authentic tea strength comes from superior blend itself. ‘Itti Si Wagh Bakri, Itti Kadak Swaad-bhari’ reflects our continued commitment to delivering a rich, tasteful and satisfying tea experience while staying true to the values that have defined the brand across generations.”
Gaurav Parashar, Chief Marketing Officer, Wagh Bakri Tea Group, added, “Tea is one of India’s most habit-driven categories, which makes behavioural shifts particularly revealing. Our research showed that many consumers are using more tea leaves to achieve the strength they seek. This campaign challenges that assumption while reinforcing a simple truth: authentic tea strength comes from superior blend quality and leaf integrity.”
Drawing on its 130-year heritage, Wagh Bakri uses a series of slice-of-life stories to extend this message beyond tea, highlighting how small gestures can often have the greatest impact in building meaningful relationships.
Sharing the creative thought behind the campaign, Ashish Chakravarty, Chief Creative Officer, Garage Worldwide, said, “Our challenge was to bring together two powerful truths: Wagh Bakri’s unwavering commitment to quality and its enduring belief in strong relationships. We found a simple idea that connected both. Just as good tea doesn’t need more patti to prove its strength & taste, meaningful relationships don’t always need grand gestures. Sometimes a look, a smile or a small act of understanding says everything. ‘Itti Si Wagh Bakri, Itti Kadak Swaad-bhari’ celebrates the belief that when the quality is real, a little is enough to say a lot. We brought this thought to life through warm, relatable stories, authentic performances and gentle humour that feel distinctly and unmistakably Wagh Bakri.”
The campaign will be rolled out across television, digital and social media platforms nationwide. Through the initiative, the brand aims to reinforce its commitment to quality while connecting with consumers through relatable everyday experiences.
