Wagh Bakri, a household name in the tea industry, had all the makings of a great brand—except for a social media presence that truly resonated. When they came to us, their social media presence was almost nonexistent with just 700-800 followers — despite being one of the widely recognised brands. Even after working with some of India’s top agencies, they couldn’t crack the code to make chai more than just a beverage—it needed to be associated with a mood. They wanted to connect with and engage an online audience meaningfully, but they just weren’t hitting the mark. That’s where we stepped in.
Through in-depth research, we realised the brand’s original audience was already loyal to Wagh Bakri. The real opportunity lay in targeting younger people—students, first-time earners and the next generation of chai decision-makers. This understanding of upcoming consumers was a game-changer. We built content that resonated with their lifestyle, humour and emotions, making chai appear as a part of their vibe and perceive it as mood.
Back when reels weren’t rolled out, we introduced 2D animation videos to break the monotony of static posts. These animated videos were quirky, fun and refreshing—just like chai—and they became an instant hit for the audience.
We all know the special feeling of a chai made by someone we love. Surprisingly everyone has that one such person whose chai they just love. Tapping into this beautiful sentiment, we created the Gharwali Chai campaign, showcasing the emotions they pour into making a chai in their own style. The series of DVCs gained over 5M views and reached 91K+ people as a result of emotional connection.
To make the brand even more relatable, we decided to meet the audience where they were—colleges. Through the ChaiWhy campaign, we asked students about the quirky "taanas" (comments) their moms give them. The video was so engaging that it saw massive shares and heartfelt comments, sparking conversations both online and offline.
Our content creation strategy reached new heights with a chai-themed recreation of a beloved K3G scene. The video received a staggering 31K likes organically, making it one of Wagh Bakri’s most-loved posts and reinforcing its identity as the most loved Chai in the country. Till date, we shoot reels that are culturally relevant and relatable for the younger generation.
For Diwali, we tugged at heartstrings with a DVC capturing the loneliness of celebrating away from loved ones and how just one phone call from a friend can lift your mood. The campaign urged people to call their friends and family and relieve those happy moments. The result? Another campaign that touched hearts and brewed connections.
