Tata Tea Premium brought to life its "Desh Ke Dhaage" campaign

On Independence Day, Tata Tea Premium, the flagship brand from Tata Tea's diverse portfolio, paid a captivating tribute to India's rich handloom legacy with its "Desh Ke Dhaage" campaign. Enlivened through one of the largest 3D anamorphic outdoor activations in the country, this unique on-ground installation showcased the vibrant stories of Indian Handlooms showcased through special edition packs of Tata Tea Premium, at DLF CyberHub in Gurugram from August 13 to 17, 2023. Executed in collaboration with the Laqshya Media Group, the immersive experience took consumers on a colourful joyride through the artistry of some of India’s iconic handloom weaves, exuding a sense of pride and glory.

 From the grandeur of Banarasi Silk of Uttar Pradesh to the intricate Chanderi from Madhya Pradesh, from the vibrant Phulkari of Punjab to the exquisite Pochampally from Telangana, from the elegant Panja Durrie from Haryana to the magnificent Patan Patola from Gujarat, consumers were mesmerized to see the resplendent canvas of each of these iconic weaves transforming into a larger- than- life immersive form through this outdoor activation.

 Keeping true to the brand’s core of celebrating innovation and consumer-centricity, this activation is a testament to its commitment in enabling distinctive and strikingly differentiated experiences for its consumers. The 3D anamorphic installation is a seamless amalgamation of technology and storytelling, which is inherently ingrained in the brand’s DNA. 

Commenting on the successful 3D anamorphic outdoor installation, 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. Tata Tea Premium’s Desh Ke Dhaage campaign endeavors 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 subsidiary 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.”