- Iconic tea brand challenges the myth that more tea leaves make a stronger cup, championing the power of superior blends and leaf integrity
- Backed by 130 years of expertise, the nationwide campaign transforms everyday tea rituals into a celebration of quality, authenticity and meaningful relationships
- From the teacup to the heart, Wagh Bakri’s latest storytelling initiative proves that the finest experiences are created by excellence—not excess
NE FEATURES BUREAU
AHMEDABAD, JUNE 20
In a refreshing twist to one of India’s most cherished daily rituals, Wagh Bakri Tea Group has unveiled its latest integrated campaign, “Itti Si Wagh Bakri, Itti Kadak Swaad-bhari,” redefining what truly makes a cup of tea strong, flavourful and memorable.
Inspired by extensive consumer research, the campaign addresses a growing habit among tea lovers of adding extra tea leaves or over-boiling their brew in pursuit of a stronger taste. Challenging this long-held perception, Wagh Bakri reinforces a simple yet powerful message—a genuinely kadak cup is born from superior blend quality and premium leaf integrity, not from using more tea leaves.
With a legacy spanning over 130 years, the brand continues to build on its rich expertise in tea blending, reminding consumers that craftsmanship and quality remain the real ingredients behind an exceptional cup.
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.”
The campaign also draws upon changing consumer behaviour to spark a larger conversation around tea quality and brewing habits.
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.”
Going beyond the teacup, the campaign elegantly extends its philosophy to human relationships through heartwarming slice-of-life narratives. It celebrates the timeless belief that genuine bonds are strengthened not through extravagant gestures but through simple moments of understanding, warmth and care.
Explaining the creative vision 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 integrated campaign will be rolled out across television, digital and social media platforms, reaching millions of consumers with a message that blends product excellence with emotional resonance.
By combining compelling consumer insights with a universal human truth, “Itti Si Wagh Bakri, Itti Kadak Swaad-bhari” positions Wagh Bakri as more than a tea brand—it becomes a symbol of authentic quality, enduring trust and the little moments that leave the strongest impressions.
