The Wagh Bakri Tea Group, the largest buyers of quality tea and the third largest packaged tea company in India, on Monday announced a tie-up with the forthcoming Bollywood film Once Upon a Time in Mumbai Dobara as part of its brand promotion strategy.
The company, through a strategic tie-up with film producer Balaji Motion Pictures, would promote its flagship brand Wagh Bakri tea with the new film.
The brand promotion campaign will cover the print, television, outdoor and online platforms in India and 10-15 countries.
In India, the campaign will be run in Gujarat, Maharashtra, Rajasthan, Madhya Pradesh and Chhattisgarh where Wagh Bakri tea enjoys a robust market presence. Also, it has a presence in countries such as the US, the UK, West Asia, Australia and New Zealand, where Bollywood movies are released on a large scale, said Parag Desai, Executive Director, Sales, Marketing and International Trade.
He said the Wagh Bakri tea brand fits the storyline of the movie. The production house zeroed in on the company to become a part of this movie. “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.”
As part of the brand promotion campaign, a 30-second TVC will be telecast in India and abroad and on online platforms. Outdoor promotion and print advertisements will also feature pre-release and post-release of the movie.
Tanuj Garg, CEO, Balaji Motion Pictures, said the film contains strong characters and a star cast with a story based on relationships.
The Wagh Bakri Tea Group, in existence since 1892, has a turnover of over Rs 750 crore and over 30 million kg of tea distribution annually. With over 20 million Wagh Bakri tea lovers around the world, the company enjoys a market presence in Gujarat, Rajasthan, Madhya Pradesh, Maharashtra, and Goa and has recently forayed into the Delhi and Hyderabad markets. Its production base near Ahmedabad is spread over 14 acres, according to a release here.