For this Mother’s Day, Tata Tea Gold Care, a premium brand under Tata Tea’s diverse portfolio, is taking a unique approach to celebrate maternal love. With its new campaign #MyTurnToCare, the brand seeks to emphasize the innate and authentic care that only a mother can provide. This is an unprecedented move in the Tea industry and reflects the brand’s commitment to capturing the essence of motherhood in a meaningful way. It is sure to strike a chord with customers who value the emotional connect that the brand represents.
To provide customers with a memorable experience, the brand intends to gift them a personalized tea pack that is specially curated and features a photograph of the customer with their mother in front of a Tata Tea Gold Care pack. This gesture aims to celebrate the bond between a mother and child, while also providing customers with a personalized touch. It is a unique way to connect with customers and create a lasting impression of the brand.
The personalized tea pack will not only feature a photograph but also a heartfelt message dedicated by the customer to their mother. The brand has planned to create 1000 such unique tea packs, each one customized for the specific customer. This personalized touch will enable customers to convey their emotions and make the gift even more special for their mother. It is an exclusive offering that showcases the brand’s commitment to creating an emotional connection with its customers.
The brand’s limited edition packs are the first of their kind and are designed to celebrate the authentic and natural bond between a mother and child, while also reinforcing the brand’s ‘care’ proposition. Tata Tea Gold Care, which is a unique blend of valley-grown teas, is infused with the goodness of five natural ingredients – Tulsi, Ginger, Brahmi, Cardamom, and Mulethi, which make it an ideal choice for promoting overall well-being. This blend is the perfect representation of the brand’s commitment to providing care in every cup of tea, and the limited edition packs are a testament to that.
In anticipation of Mother’s Day, the brand has launched a dedicated microsite where interested participants can submit their photograph and a special message for their mother. The first 1000 entries received on the microsite will be selected for a personalized pack of Tata Tea Gold Care. These unique packs will be directly delivered to the customer’s home within 2-4 weeks of submission. The brand’s initiative encourages customers to share their personal stories and celebrate their relationship with their mother, while also providing them with a chance to experience the brand’s care proposition in a personalized way.
In an effort to increase the campaign’s reach, the brand has partnered with notable social media influencers, including popular film and television celebrities such as Kajal Aggarwal, Sameera Reddy, Anushka Sen, Jannat Zubair, and Saloni Gaur. These influencers will use their social media platforms to promote the initiative among their followers and friends. The brand’s collaboration with these influencers will help to increase awareness and interest in the campaign, while also providing an opportunity for the brand to connect with a wider audience.
This initiative is a groundbreaking move within the tea industry as a major brand is utilizing breakthrough printing technology to curate personalized packs at a significant scale. Although custom packaging has been a popular mode of brand communication, this is the first time a major tea brand is executing this kind of initiative. To bring this innovative concept to life, the brand has partnered with design firms Tree Designs and Trigon Digipack Private Limited. This cutting-edge printing technology ensures that the personalized packs are delivered in a timely manner and of high quality, providing customers with a unique and memorable experience that sets the brand apart.
Tree Designs and Trigon Digipack Private Limited were instrumental in bringing this campaign to fruition, providing end-to-end execution. They utilized Personalized Variable Data Printing technology to design and deploy the final packs, ensuring that each pack was uniquely personalized for every customer. This innovative technology allowed for the creation of high-quality, visually appealing packs that were customized to the specific needs of each customer. With the help of these design firms, the brand was able to successfully execute this first-of-its-kind initiative within the tea industry.
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”.
In order to increase awareness and encourage participation in the initiative, the campaign is being promoted across a variety of channels including Print, Outdoor, Digital and Social-Media platforms. The campaign is being promoted in major cities across the country, including Delhi-NCR, Mumbai, Pune, Kolkata, Bengaluru, Hyderabad, Lucknow, Chandigarh, Patna, and Ranchi. By leveraging these various channels, the brand is able to reach a wider audience and maximize participation in this innovative campaign.
In keeping with the theme of celebrating mothers and their invaluable contributions, the brand will also be hosting interactive on-ground events at Vega City Mall in Bengaluru and DSL Mall in Hyderabad. These events will provide an opportunity for customers to engage with the brand and participate in various activities related to the campaign. The events aim to foster a deeper connection between the brand and its customers, while also reinforcing the brand’s commitment to celebrating and honoring mothers.
On Mother’s Day, customers who visit the malls with their mothers will have the opportunity to interact with the Tata Tea Gold Care stall and create a special photo and message for their moms. These photos and messages will be simulcasted on LED screens throughout the malls, allowing customers to become the face of the campaign and share a special moment with their mothers. This unique on-ground activation not only engages customers in a fun and interactive way, but also allows them to showcase their love and appreciation for their mothers in a meaningful and memorable way.
For customers who visit the mall without their mothers, the brand has come up with a solution. A QR code will direct them to the brand’s WhatsApp bot, where they can still participate by dedicating a special message. These messages will also be simulcasted on the LED screens across the mall, giving all customers the opportunity to engage with the campaign and celebrate the special bond they share with their mothers, even if they are not physically present with them.