Wagh Bakri Tea Group has rolled out an AI-powered digital campaign for its SIPZ Instant Chai range, built on a simple truth: consumers away from home still crave the taste of “Ghar Jaisi Chai.” The campaign introduces a new mascot, WB SIPZ Man, anchored by the theme “Urgency Can Wait, But Chai Craving Can’t,” and will run across digital and social platforms.
Developed using artificial intelligence, the campaign is aimed at convenience-seeking consumers – professionals, students, and travellers among them.
Paras Desai, executive director, Wagh Bakri Tea Group, said the brand has spent over 130 years adapting to shifting consumer preferences while holding onto its legacy of trust, and that SIPZ brings that familiarity into a travel-friendly format. He added that the AI-led campaign reflects the company’s push to embrace technology without diluting its core values.
Gaurav Parashar, CMO, Wagh Bakri Tea Group, called instant chai one of the fastest-growing beverage categories, driven by convenience-seekers who still want that “Ghar Jaisi Kadak Chai” comfort. With SIPZ’s Rs 10 SKU, he said, the brand is widening access for students, young professionals, travellers, and small offices – and using AI to speed up creative execution and unlock fresher storytelling.
Sushobhan Chowdhury, founder of AHA (ThatsAHA Consulting LLP), noted that AI has removed many traditional production constraints – locations, cinematography, cost – while creative ideas still originate from human thinking. He called SIPZ a case study in ambitious storytelling made possible without compromise.
