This Tamil New Year, Tata Tea Chakra Gold CARE has introduced an innovative campaign that seamlessly blends tradition with technology. In a strategic move to resonate with the cultural essence of Tamil Nadu, the brand has launched a tech-enabled print campaign that celebrates the “Tamizh way of care.”
The campaign, conceptualized by Mullen Lintas and directed by the esteemed South Indian filmmaker V. K. Prakash, showcases the everyday rituals and practices that define Tamil culture. Through a series of meticulously crafted visuals, the print advertisements depict scenes such as a mother completing the kolam (traditional rangoli) before allowing her daughter to leave for college, and a grandfather learning the correct way to hang the thoran (mango leaf garland) from his wife. These scenarios highlight the importance of discipline, culture, and processes in Tamilian life .
In a pioneering approach, the campaign incorporates augmented reality (AR) elements. Readers who scan the print ads with their smartphones are greeted with interactive content that delves deeper into the cultural practices depicted. This fusion of print media with digital interactivity enhances user engagement and provides an immersive experience that bridges the gap between tradition and modern technology.
Tata Tea Chakra Gold CARE is a premium variant infused with five natural ingredients—Adhimadhuram, Tulsi, Elaichi, Ginger, and Brahmi—that have been traditionally used in Tamil households for their health benefits. The campaign emphasizes how these ingredients, combined with the meticulous processes of tea preparation, mirror the thoughtful actions that define the Tamizh way of care .
Puneet Das, President – Packaged Beverages (India and South Asia) at Tata Consumer Products, emphasized the brand’s commitment to celebrating regional pride. He stated, “Our new campaign for Chakra Gold CARE is another step in that direction, diving deeper into the culture to celebrate its unique way of showing care.” The campaign not only promotes the product but also fosters a deeper connection with the cultural values of Tamil Nadu .
