Tata Tea Premium has launched its Lohri campaign ‘Vaddi Khushiyaan De Tappe’ in association with Punjabi actor Shehnaaz Gill. Dove-tailed to its strategy of giving consumers distinctive experiences, the latest initiative allows users to enjoy AI driven hyper-personalized Tappas sung by Shehnaz Gill, made in their own name, celebrating an occasion of their choice that can be easily shared with their loved ones. Through this campaign Tata Tea Premium integrates its hyper-local narrative into the space of hyper-personalization while bringing a new technological experience to the masses like never before.
The company has created a microsite, that allows consumers to create and share their own personalized music video ‘Tappa’, sung & performed by Punjab’s beloved star Shehnaaz Gill. This campaign ties together culture, technology, and festive fervor, to drive engagement and conversation across consumer touchpoints. Knitting together Lohri elements in a colourful manner, the brand has also released an exciting new TVC, featuring the actor, celebrating Lohri festivities, with a call to action urging consumers to participate in this novel and fun experience.
Commenting on the new campaign, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said, “True to being the pioneers of hyperlocal campaigns, Tata Tea Premium ‘Desh Ki Chai’, has pushed the envelope further to create a hyper-personal campaign. This Lohri, we are thrilled to launch the Vaddi Khushiyaan De Tappe campaign, in association with actor Shehnaaz Gill. Rooted in an insight that is quintessential to the culture of Punjab, the campaign aims to heighten the excitement around Lohri celebrations by leveraging AI that allows consumers to create hyper-personalized content themed on the format of Tappa folk songs. In line with our hyperlocal play, we will continue to highlight regional and hyperlocal nuances of such celebrated festivals as part of our upcoming campaigns true to our brand proposition”.
Azazul Haque, Chief Content Officer India Media Monks speaking on the Vaddi Khushiyaan De Tappe campaign said, “Continuing with the Tata Tea Premium Desh Ki Chai campaign, the idea was to go hyper personal from hyper local on Lohri. By using AI tools we thought of creating personalized Tappas which Punjabis sing to celebrate Lohri. We didn’t just personalize the themes of Tappas but also each Tappa can be personalized to individuals. As families sing Tappas to celebrate Vaddi Khushiyan on Lohri, we thought of roping in Shehnaz Gill, a big name in Punjab Entertainment Industry and by using AI tools design personalized Tappas in her voice and video and get it sent to individuals who have requested for it. Tata Tea Premium and Media Monks will continue this journey of creating hyper local, hyper personalized campaigns using social tech platforms to engage with consumers on various events and festivals”
Watch the film here:
The campaign is further amplified through a limited edition festive packs in 500gm and 1kg which have been launched using the illustrative style of vibrant truck art of Punjab. The rich visuals and colourful packaging narrate stories on Lohri, manifesting through its quintessential elements of dance, food and colorful celebrations. These packs will be available in all outlets across Punjab.