Tata Tea Premium celebrates Holi party in Metaverse

Tata Tea Premium made its debut in the Metaverse world by hosting a Holi party on the platform. This initiative was carried out to celebrate regional pride and provide unique customer experience.

Upon entering the platform, consumers could don their favourite avatars and enjoy the splash of colours with various Holi games. To dial-up the excitement the party also had a special festive performance by composer and lyricist duo Sachet-Parampara.

Sachet Tandon from Uttar Pradesh and Parampara Tandon from Delhi brought alive the magic of Uttar Pradesh’s ‘Lathmaar Holi’ and Delhi’s ‘Rangwali Holi’; the essence of which was captured on Tata Tea Premium's Special edition festive pack. 

The Holi party was hosted in the Metaverse on March 18 and 19.

Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, said, “Offering novel and disruptive experiences to our customers will continue to remain a key priority for us. Tata Tea Premium as a brand has always aimed to engage with our customers through unique campaigns. Tata Tea Premium has launched special festive packs capturing the excitement of Holi for some of its markets like Delhi and Uttar Pradesh. We are also extremely excited to launch Tata Tea Premium’s Holi Party in Metaverse, which is an effort to leverage the growing power of digital story-telling and personalisation, as a means, to connect with our customers. This campaign will enable people to celebrate Holi and the festive elements associated with it like the regional songs, delicacies, stories in a new medium.”

This Holi party on Metaverse platform was conceptualised and designed by Wavemaker India.

Vishal Jacob, Chief Digital Officer, Wavemaker India, said, “At Wavemaker we have set up a team to help brands navigate through the Metaverse as it provides for a far more engaging way for brands to connect with consumers. Brands will now need to redefine the rules of engagement. For instance, engaging with Avatars rather than people and story making rather than storytelling. The TCPL Holi celebration in the Metaverse is a good example of that.”

Utkarsh Shukla, Founder and CEO of Yug Metaverse, said, "We at Yug Metaverse believe in celebrating and showcasing the Pride of India. Holi is one of the biggest festivals in India, so we are doing World's first Holi on Metaverse so that people can come and play Holi with their family and friends, in the manner which has never ever been experienced before. India is a large country where different places have different traditions and we are happy to partner with Tata Tea Premium which has roots in the culture of India, to bring the regional and hyperlocal nuances of the Holi celebrations to the world.”

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