Highlights:
· The brand created a memorable experience for consumers and their mothers through the interactive event at Vega City Mall, which allowed them to celebrate and give back love to their mothers
· In a category first, brand will be customizing 1000 packs basis entries received from across the country, delivering a personalised consumer experience in this campaign.
It is said that the most natural and genuine care in the world comes from a mother’s heart. In a first for the Tea category, this Mother’s Day, Tata Tea Gold Care, the marque brand from Tata Tea’s diverse portfolio, is planning to celebrate Mother’s Day through its new campaign #MyTurnToCare. As part of the same, the brand today engaged consumers in Bengaluru’s Vega City Mall with a fully tech-enabled on-ground mall activation. The event involved setting up a kiosk with a photo-booth and a café-like set-up. Consumers visiting the malls with their mothers had a "chai pe charcha" session at the Tata Tea Gold Care stall and got a photo clicked resembling a Tata Tea Gold Care Mother's Day limited edition pack.
These first-of-a-kind limited edition packs aims to celebrate the genuine and natural caring bond between a mother and her child while also reinforcing the brand’s ‘care’ proposition. Tata Tea Gold Care helps in taking care of one’s well-being as it is an exquisite blend of valley grown teas with the goodness of 5 Natural Ingredients like Tulsi, Ginger, Brahmi, Cardamom and Mulethi.
Ahead of Mother’s Day, the brand has created a special microsite (www.TataTeaGoldCare.com) where participants can submit their picture entry along with a special message for their mother. The best 1000 entries that are received earliest will win a personalized pack of Tata Tea Gold Care. These packs will be delivered directly to the consumer’s home (in 2-4 weeks). To further amplify the campaign, the brand has collaborated with famous social media influencers including film and TV celebrities like Kajal Aggarwal, Sameera Reddy, Anushka Sen, Jannat Zubair and Saloni Gaur to spread the word about the initiative among their friends and followers.
Speaking about the campaign and its objective, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said, “Tata Tea Gold Care’s campaign celebrates the special mother-child caring bond and highlights the power and stories of these bonds through these photo-personalized tea packs. Each pack is a special tribute and pays homage to the unwavering strength of these mothers whose care is genuine and natural for their child(ren). At Tata Tea Gold Care, we recognize the importance of engaging with consumers through such disruptive and personalized experiences. Integrating unique variable printing technology is a major undertaking for our brand which prides itself on innovation. We are very excited to collaborate with Trigon Digipack Private Limited and Tree Designs for our Mother’s Day campaign in helping bring alive consumer’s special moments with their mothers. Product packaging is the first and most impactful interaction that consumers have, and we are proud to be at the forefront of innovating this at such a large scale. Celebrating the genuine and natural ‘care’ that mothers have for their child(ren) is at the core of our Mother’s Day campaign and the same is being celebrated across various consumer touchpoints – be it our creatives across Print, Digital, Social-Media, Outdoor or On-ground activations”.
The breakthrough innovation in the on-ground activity and the highlight is that it was fully tech-enabled, with no human interface dictating the outcome. The customized pack image and message will then be simulcasted on the big LED screen in the mall, visible to all, making their mothers feel like celebrities on Mother's Day. Consumers can also take photos and videos of this special moment and share it with their friends on social media.
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