BANGALORE — Leading beverage brand Wagh Bakri Tea Group has unveiled a localized campaign for its flagship Wagh Bakri Premium Leaf Tea in Karnataka, starring popular Kannada television presenter and actress Anushree.
The new campaign stems from consumer insights in Karnataka, where the term ‘Kadak’ is widely used to praise things that are strong, impressive, and full of character—spanning cinema, fashion, food, and striking personalities. Complementing this, ‘Swadbhari’ represents warmth, richness, and depth of flavor. Combining these cultural nuances, the campaign anchors itself on the core message: “Kadak Taste Iruva Kannadigara Kadak Saviruchiya Tea” (A strong, flavor-packed tea tailored for Kannadigas who admire all things bold and delicious). The narrative connects local lifestyle preferences directly to the brew, positioning Wagh Bakri Premium Leaf Tea as the ideal daily beverage.
Anushree’s signature high energy, expressive delivery, and spontaneous charm anchor the creative executions, making the brand message feel instantly recognizable and accessible across Karnataka households.
Speaking about her partnership with the brand, Anushree stated, “We Kannadigas naturally gravitate toward things that are ‘Kadak’ and ‘Swadbhari’—it is central to our culture and how we enjoy life. Partnering with Wagh Bakri Premium Leaf felt completely natural because a strong, flavorful cup of tea is deeply rooted in our daily routine.”
Gaurav Parashar, Chief Marketing Officer at Wagh Bakri Tea Group, highlighted the creative vision: “We wanted to design a campaign that resonates specifically with Karnataka’s regional identity while highlighting the authentic taste profile of Wagh Bakri Premium Leaf. The fusion of ‘Kadak’ and ‘Swadbhari’ bridges localized conversational slang with our product’s key attributes. Anushree brings the ideal balance of warmth and enthusiasm to bring this narrative to life.”
Expanding on the strategic focus in South India, Paras Desai, Executive Director at Wagh Bakri Tea Group, shared, “Wagh Bakri is a legacy brand with decades of history, and our journey in Karnataka over recent years has yielded strong consumer reception. As we expand our footprint, our objective is to build lasting relationships with households across the state. This campaign deepens our regional presence by aligning our product directly with Karnataka’s vibrant culture and palate preferences.”
Produced by FatFree Production, the campaign delivers an engaging, relatable visual narrative centered around Anushree, placing Wagh Bakri Premium Leaf Tea at the heart of everyday Kannada conversations.
