On Independence Day, Tata Tea Premium, the flagship brand from Tata Tea’s diverse portfolio, celebrated India’s rich handloom legacy with its “DeshKeDhaage” campaign. The 3D anamorphic outdoor activation showcased the vibrant stories of Indian Handlooms through special edition packs of Tata Tea Premium at DLF CyberHubin Gurugram from August 13-17, 2023. The 3D anamorphic installation exemplifies Tata Tea Premium’s commitment to enabling distinctive and differentiated experiences for its consumers.
The immersive experience, executed in collaboration with Laqshya Media Group, took consumers on a colorful joyride through India’s iconic handloom weaves, exuding pride and glory. The activation showcased the grandeur of Banarasi Silk of UP, Chanderi from MP, Phulkari of Punjab, Pochampally of Telangana, PanjaDurrie of Haryana, and PatanPatola from Gujarat, transforming the resplendent canvas of each weave into a larger-than-life immersive form. The activation reflects Tata Tea’s commitment to innovation and consumer-centricity, blending technology and storytelling in a seamless and distinctive way.
Atul Shrivastava, CEO, Laqshya Media Group, said, “Our partnership with Tata Tea Premium for this monumental campaign reflects our commitment to creating exceptional brand experiences. This campaign celebrates the synergy of creativity, technology, and heritage, delivering an immersive experience that resonates deeply with the target audience.”
