Wagh Bakri Tea, a leading national brand in the tea segment decided to launch its tea lounge in Pune. What they needed was connecting with Punekars in a heart-to-heart manner so that a tea-loving city would not just visit the new tea lounge, a first-of-its-kind tea hangout in the city, but fall in love with it.

So how do you invite Punekars for a cup of tea? That’s the question we were faced with. We figured out that the invite should resonate with them. In fact, it should give them a sense that ‘one of their own’ is inviting them. This is what we did for the launch of Wagh Bakri Tea Lounge, with language and elements that were truly Puneri!

To create a local connect, we decided to incorporate Pune’s biggest and most popular landmark- the Shaniwarwada, in the communication, but with a twist. We collaborated with Cannes-winning illustrator Anant Nanawre to create an illustration of Shaniwarwada, using Wagh Bakri tea powder. Being a part of world’s top 200 illustrators, he brought all his skill to the table, literally.

We then combined this piece of art with a message that is just how Punekars talk. The wit and charm of Pune were captured in the communication. The result – a successful launch that was followed by many tea lovers visiting the tea lounge regularly.