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Wagh Bakri Tea Group ties-up with ‘Once Upon a Time in Mumbai Dobaara’ for brand promotion


August , 2013:Wagh Bakri Tea Group, the largest buyers of quality tea and the 3rdlargest packaged tea company of India, has stepped forward with an aggressive brand promotion campaign through a strategic tie-up with Balaji Motion Pictures to promote its flagship brand Wagh Bakri tea with the much awaited action packed drama ‘Once Upon a Time in Mumbai Dobaara’.

Through a strategic tie-up with one of the much awaited movie of this year Wagh Bakri Tea Group has charted out an aggressive brand promotion campaign which will cover Print, Television, Outdoor and online platform in India and around 10-15 countries. The campaign will be run in Gujarat, Maharashtra, North India, Rajasthan, Madhya Pradesh and Chhattisgarh wherein Wagh Bakri tea enjoys a robust market presence. Also, Wagh Bakri Tea has strong presence countries like USA, the UK, Gulf nations, Australia and New Zealand, where Bollywood movies are released on a large scale and are enjoyed by a large mass. And this would enable the tea major to strengthen its brand presence in the targeted markets.

Speaking on the brand promotion campaign and the strategic tie-up with ‘Once Upon a Time in Mumbai Dobaara’ Shri Parag Desai, Executive Director of Sales, Marketing and International Trade, Wagh Bakri Tea Group said, “We are so happy to execute this brand promotion campaign in association with Balaji Motion Pictures and are equally delighted because our brand Wagh Bakri tea fits the storyline of the movie ‘Once Upon a Time in Mumbai Dobaara’. After an extensive research on brands which could go in line with the movie, the production house zeroed down on us to become a part of this movie. The perfect blend of Kadak-Meethi (Strong and Sweet) of our tea supremely complies with OUATIMD’s tale of kadak action and sweet relation. This movie is based on relations and our tagline suits the story the best.” 


As part of the brand promotion campaign, 1 30 second TVC will be telecasted on television in India and abroad. Also, this TVC will be run on online platforms. Going strategic in order to reach out a large mass of Hindi movie lovers in targeted markets large scale outdoor promotion and print advertisements will also feature pre-release and post release of the movie.

On associating with Wagh Bakri Tea brand, Mr. Tanuj Garg, CEO- Balaji Motion Pictures, said, “Our film contains “Strong (Kadak)” characters & star cast with a story based on “Relationship” hence we selected a brand known world over for its “Strong Taste (Kadak Mithi)” and “Building Relationships (Rishte Banaye)” over a cup of tea I.e “Wagh Bakri Tea”.