This Ganesh Chaturthi, Wagh Bakri Tea Group turns its attention to the people who rarely make it into the festival’s frame, the ones who carry the murti home, ready the house, and help with the modaks, usually thanked with a quick nod before they’re on their way. Conceptualized and executed by Schbang, the campaign asks families to see them not as help, but as guests.
For over a century, Wagh Bakri has believed that chai is never just a bevrage, it’s what quietly brings people together, and that belief is exactly what this campaign is built on. This Ganesh Chaturthi, the brand asks families to extend that same warmth to the people who help them celebrate, turning a quick cup of chai into a reason to stay, and staying true to what Wagh Bakri has always stood for: Hamesha Rishtey Banaye.
The campaign is rooted in a thought that already sits at the heart of the festival: Atithi Devo Bhava, the idea that a guest is to be treated like a god. Wagh Bakri simply asks families to carry that same spirit a little further this year, past the puja and the decorations, to the people who help bring Bappa home. A cup of chai becomes the brand’s way of saying that hospitality shouldn’t stop at the door.
“Ganesh Chaturthi beautifully reflects the spirit of celebration and togetherness. At Wagh Bakri, our name and logo symbolise harmony and coexistence, and this film brings that philosophy to life by showing how people from diverse backgrounds come together to celebrate as one” said Gaurav Parashar, Chief Marketing Officer, Wagh Bakri Tea Group. “At Wagh Bakri, we’ve always believed that chai is never just a drink, it’s what brings people to the same table. Every Ganesh Chaturthi, so many people help a family bring Bappa home, and we wanted this year’s campaign to be about them, and about chai being the reason they stay.”
The video has garnered 55M+ views across platforms and is being highly shared across mediums.
“We often celebrate festivals by focusing on the moments, while overlooking the people who make them possible. With this campaign, we wanted to change that through a simple act of hospitality, inviting those who help bring Bappa home to be a part of the celebration. A small gesture that reflects Wagh Bakri’s belief that relationships grow when we make space for one another.”
— Puru Agarwal, Creative Director & Jainik Avlani, Associate Vice President
The video will run across Wagh Bakri’s digital and social platforms through the festive season