Consistency counts for Mili Tea

Mili Tea a new brand from the house of Wagh Bakri has built itself around some very important core areas. Its main proposition has always been ‘blend consistency’ all year round. The blends are created by their in-house experts and they pride themselves in getting right with every pack.  Sartaj Jaffri, Branch Head, Saints and Warriors says “We needed to communicate the ‘blend consistency’ and thereby consumer benefit of the consistent taste - its unique proposition – Har Roz EK Hee Swad.  Since the brand has expanded its presence and is currently gaining remarkable market share, the task was also to elevate the brand image as a national player”

Today’s consumer has myriad choices to choose from, making brands struggle to compete with each other. Given such a situation,  one would go for a product which connects him/her with their day to day lives. The need of the hour is to connect and engage the consumer effectively and create the necessary brand recall for him to pick the product off the shelf next time he is out for grocery shopping.

Speaking about the basic thought behind the campaign Kshitij Salve, Group Head, Saints and Warriors says “We needed to emphasize the core proposition of consistency which I think is a great space to be in. We brought in the moments that brighten up our day, that give us joy and make our day worthwhile without fail. Mili chai, because of its consistent great taste, is also a part of those moments of joy.” 

Parag Desai, Executive Director, Wagh Bakri Tea Group says “Mili Tea has been received well nationally. Due to its consistent taste and best possible blend in its price point, Mili Tea has great consumer pull and is fast becoming the preferred brand in all new markets. This is because at Wagh Bakri Tea Group, we endeavor to serve best quality tea products to our customers. In the Mili TVC we endeavor to connect with our TG through well-known faces of television actors playing lead characters as television has had a huge impact on the way we conduct ourselves in today’s day and time.”

All effective mediums are being used to connect with consumers and engage them. Infact, two television commercials have been created of which first one is on an emotional platform and the  second one is purely functional. Besides the two commercials  a massive print and OOH presence too has been planned for the same. The campaign is expected to be on air for around six months.