MUMBAI: As Tamil Nadu came together to celebrate Puthandu, the Tamil New Year, with renewed hope and time-honoured rituals, Tata Tea Chakra Gold CARE joined in the spirit of the festival with a thoughtful and immersive campaign. The brand launched an initiative that looked to blend culture, innovation, and emotional connection—reinforcing its deep-rooted bond with Tamil households.
At the heart of the campaign was a tech-enabled print innovation, rolled out in Chennai under the campaign title Pudhu Aarambam. The newspaper ad featured a traditionally arranged Kani Thali—a ceremonial platter that Tamilians view first thing on Puthandu morning as a symbol of prosperity and positive beginnings. At its center lay a covered mirror, which holds deep significance in Tamil households. Traditionally, the mirror is placed alongside auspicious items like fruits, flowers, and gold—symbolizing self-reflection and hope for abundance in the new year. Readers were invited to scan a QR code that brought the mirror to life using webAR, revealing customised Puthandu greetings in Tamil—a blend of heritage and technology.
Speaking about the campaign, Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, said, “Tamil Nadu has always been a priority market for us. With Puthandu being such a culturally significant festival, we wanted to celebrate it in a way that felt both meaningful and modern. This print experience allowed us to bring together innovation and tradition—just like our Tata Tea Chakra Gold CARE blend, which combines the goodness of five natural ingredients with the taste that Tamil Nadu loves.”
Kamala Venkateswaran, Sr. Vice President of .Monks, the agency that conceptualised the print innovation, said, “TCPL has always celebrated hyperlocal, and year after year, our challenge has been to find beautiful ways to connect with Tamil consumers while keeping the cultural truth intact. This year, we brought culture and technology together in a new experience. The idea was to bring a smile and happiness to your home when you woke up and had your tea with your newspaper. We hope everyone enjoyed the experience. Wishing all Puththaandu Nalvaazhththukkal!”
Tata Tea Chakra Gold CARE aims to reflect the wisdom of Tamil home traditions. The blend includes Adhimadhuram, Elaichi, Ginger, Tulsi, and Brahmi—five time-tested ingredients that are part of everyday wellness practices in Tamil households. This Puthandu, the brand encouraged families to pause, reconnect, and celebrate their roots over a cup of tea that stands for care, wellness, and the Tamil way of life.
