Tata Tea Premium's new campaign honours India's handloom legacy with immersive 3D installation

Tata Tea Premium launched a new campaign’ Desh Ke Dhaage’ which honours India's handloom legacy with immersive 3D installation.

Executed in collaboration with the Laqshya Media Group, the on-ground installation showcased the stories of Indian Handlooms showcased through special edition packs of Tata Tea Premium, at DLF CyberHub in Gurugram up to August 17, 2023.

From the grandeur of Banarasi Silk in Uttar Pradesh to the intricate Kanjeevaram from Tami Nadu, from the illustrious Muga Silk of Assam to the exquisite Paithani of Maharashtra, each handloom spins a yarn of immense cultural pride.

Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, said, "TCPL has always been at the forefront when it comes to the usage of new-age tech to engage with consumers. Be it Tata Tea Premium’s Metaverse Holi Party campaign, the AI-powered hyper-personalized Lohri campaign, or Tata Coffee Grand’s ASMR creatives, or Tata Tea Gold Care’s Mother’s Day campaign with personalized packs for consumers that leveraged the power of personalized variable data printing, all these initiatives have always delighted consumers through the relevant yet impactful use of technology to amplify storytelling and drive deeper consumer engagement.”

He further said, “Tata Tea Premium’s Desh Ke Dhaage campaign endeavours to celebrate India’s vivid handloom legacy, and by seamlessly integrating technology with it through 3D anamorphic outdoor, which happens to be one of India’s largest, we have been able to push creative boundaries to bring to the consumer an experience that will not only visually delight them but will also help establish powerful connections.”

Atul Shrivastava, CEO, Laqshya Media Group, said, “At Laqshya Media Group, we thrive on innovation and storytelling. Our partnership with Tata Tea Premium for this monumental campaign reflects our commitment to creating exceptional brand experiences. Leveraging our expertise in crafting engaging narratives across diverse platforms, including OOH, events, and digital realms, we've tried to elevate the essence of the campaign through one of India’s largest interactive anamorphic installations. Our technology innovation and content production vertical Inventech - executed this activity, end-to-end which combines storytelling prowess and cutting-edge technology to create a 3D anamorphic outdoor activation that pays homage to skilled artisans and their invaluable contributions to our heritage. This installation embodies the spirit of 'Desh Ka Garv' and our dedication to pushing experiential marketing boundaries, marking a significant milestone in India's storytelling landscape. This campaign celebrates the synergy of creativity, technology, and heritage, delivering an immersive experience that resonates deeply with the target audience.”

Info@BestMediaInfo.com