Tata Tea Premium took its ‘Desh Ke Dhaage’ campaign around Independence Day to digital OOH, with what is billed as one of India’s largest 3D interactive anamorphic experiences.
The installation was showcased at DLF CyberHub in Gurugram in collaboration with Laqshya Media Group. It was live till August 17, 2023, informed an official statement.
Visuals of the brand’s limited-edition Independence Day packs inspired by iconic handloom weaves of India were displayed on the screen. The audience could also interact with the installation, making it an experiential activation.
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-personalised Lohri campaign, or Tata Coffee Grand’s ASMR creatives, or Tata Tea Gold Care’s Mother’s Day campaign with personalised packs for consumers that leveraged the power of personalised 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 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,” he added.
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.”
Laqshya’s technology innovation and content production vertical Inventech executed this activity, he added.
“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,” noted Shrivastava.
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