by Suman Gupta
- Campaign draws its insight from one of Punjab’s integral cultural tradition called ‘Tappa’, lyrical folk songs played to celebrate auspicious events and festivals
- Takes a leap by moving hyperlocal narrative into the space of hyper personalization through a disruptive tech platform using Artificial Intelligence
- Supplemented by a 360 campaign involving limited edition packs, music videos of Tappas (folk songs), on-ground leg and a massive digital campaign
National, 12th January 2023: Tappas have always been an integral element of Punjabi folk tradition, sung and performed by people at gatherings to celebrate happy events, milestones and festivals. Lohri, one of the key festivals in the region, provides Punjabis an opportunity to celebrate auspicious moments of their lives with loved ones, through this lyrical folkart format of ‘Tappas’. Building its campaign thought on this vibrant art form, Tata Tea Premium 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.
A specially designed microsite ( https://tatateatappe.com/) platform allows consumers to create and share their own personalized music video ‘Tappa’, sung & performed by Punjab’s beloved star Shehnaaz Gill. This unique 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.
- Brand film link: Intro Film , Tappe
- Link to the microsite: Microsite_Lohri
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”
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
About Tata Consumer Products Limited: Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Water Plus and Tata Gluco Plus. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull and Tata Q. In India, Tata Consumer Products has a reach of over 201 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 12,425 Crs with operations in India and International markets. For more information, please visit https://www.tataconsumer.com/
