Tata Gluco+, the energy drink from the house of Tata Consumer Products, has unveiled its campaign that embodies the brand’s purpose of making challenges fun.
The campaign, conceptualised by Wunderman Thompson, brings to light the brand promise of providing a refreshing energy shot in a differentiated cup format in four flavours - Orangy Burst, Lemony Zing, Lychee Zap and Cola Twist, to help out in situations which can look challenging.
Tata Gluco+ new ad weaves the brand proposition in a slice-of-life situation – a group of travellers who run out of Petrol in a desert and seek help from a group of youngsters who are enjoying sand surfing on a hot sunny day. The youngsters energise themselves with Tata Gluco+ energy drink which gives them the instant energy to dig their way through the sand to take out petrol for the stuck tourists.
The film has used humour to connect with Gen Z while gamifying the brand experience through the Energy On, Game On narrative.
Vikram Grover, MD, NourishCo Beverages, said, “Tata Gluco+ has always been about a lovely energy shot when on a hot sunny day even small things can look challenging. This campaign is about bringing out the same promise in a humorous manner and gamifies the brand. We hope consumers love the TVC and the extended gaming experience that we have also rolled out on all our packs as an extension of the campaign.”
Senthil Kumar - Chief Creative Officer, Wunderman Thompson, added, “Tata Gluco + has created a unique brand language and celebrated quirky Indian humour while being rooted in Indianisms in all our films over the years. This new film with a refreshed tonality takes the brand language to the next level.”
The new ad will be supported with a 360-degree surround plan covering TV, Digital, OOH and Cinema.
The brand has used gaming technology with a Scan, Play and Win on the pack using which the consumers can scan the QR code on the Tata Gluco+ cups and get a chance to play games on their phone and also get rewarded.