Bangalore: Leading tea brand, Wagh Bakri Tea Group launched a new campaign for Wagh Bakri Premium Leaf in Karnataka, featuring popular Kannada anchor and actress Anushree.
The campaign idea is rooted in consumer conversations in Karnataka, which revealed that consumers naturally associate the word ‘Kadak’ with things they enjoy and admire, from cinema and style to food and personalities. ‘Kadak’ is used to express something that is strong, impressive and full of character, while ‘Swadbhari’ brings in the dimension of warmth, richness and flavour. It is this cultural insight that gives the campaign its distinct Kannada flavour.
Built around the thought “Kadak Taste Iruva Kannadigara Kadak Saviruchiya Tea,” (A Kadak, Swadbhari tea for Kannadigas who love all things Kadak and flavourful) the campaign makes a simple connection: when the preference is for things that are ‘Kadak’ and full of flavors, the tea should be no different. Wagh Bakri Premium Leaf Tea brings the two together with a taste that is both Kadak and Swadbhari.
The campaign features Anushree, whose trademark energy, expressive style and distinctive personality complement the creative thought. A popular face in Karnataka, she brings her characteristic spontaneity and easy charm to communication.
Speaking about her association with the campaign, Anushree said, “We Kannadigas like things that are Kadak and Swadbhari. It is part of our personality and the way we enjoy the things we love. That is why this association with Wagh Bakri Premium Leaf felt so familiar to me. There is something very ‘us’ about a Kadak, Swadbhari cup of tea, and that is what made the thought so enjoyable for me.”
Commenting on the campaign, Gaurav Parashar, Chief Marketing Officer, Wagh Bakri Tea Group, said, “For Wagh Bakri Premium Leaf, we wanted to build a campaign that feels relevant to Karnataka while staying true to what the brand brings to the cup. ‘Kadak and Swadbhari’ became the heart of that idea, bringing together a cultural nuance with the taste experience of Wagh Bakri Premium Leaf. Anushree brings the right energy, warmth and personality to this thought, making the association feel effortless and relatable.”
Paras Desai, Executive Director, Wagh Bakri Tea Group, said, “Wagh Bakri is a legacy brand with a rich heritage, and our journey in Karnataka began a few years ago. We have seen encouraging acceptance from consumers in the state, and as we continue to grow, we see our journey here as one of building relationships, one consumer and one household at a time. With this campaign, we wanted to take that relationship a step further by bringing the brand closer to the culture, conversations and preferences of Karnataka. We hope to make Wagh Bakri Premium Leaf feel even more familiar, relevant and connected to consumers across the state.”
Produced by FatFree Production, the campaign brings this thought together in an engaging and relatable format, with Anushree at the centre of communication. Her personality gives the creative its warmth and energy, while Wagh Bakri Premium Leaf remains at the heart of the story.
