National, May 11th, 2023: 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. The brand plans to create a memorable experience for consumers by gifting them a unique, specially curated, personalized tea pack featuring a photo of the consumer with their mother in front of Tata Tea Gold Care pack. This unique, personalized tea pack will also feature a special individual message dedicated by the consumer for their mother. The brand will be creating 1000 such packs, customized for each of these 1000 consumers.
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.
While customised packaging has always remained a common medium of brand communication, this is a category first initiative by a major tea brand to curate personalized packs at a significant scale using breakthrough printing technology in partnership with its design partners: Tree Designs and Trigon Digipack Private Limited. Trigon and Tree Designs enabled end-to-end execution of this campaign by designing and deploying Personalised Variable Data Printing technology to develop the final packs.
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”.
To spread word about the initiative and maximize participation, the campaign is further supported across Print, Outdoor, Digital and Social-Media across top cities in the country like Delhi NCR, Mumbai, Pune, Kolkata, Bengaluru, Hyderabad, Lucknow, Chandigarh, Patna and Ranchi. In continuing with the spirit of celebrating mothers and their contribution, the brand will also be conducting interactive on-ground events in Vega City Mall in Bengaluru and DSL Mall in Hyderabad. Consumers visiting the malls with their mothers on Mother’s Day can interact with the Tata Tea Gold Care stall and dedicate a special photo and message for their moms which will be simulcasted on LED screens across the malls, giving consumers a chance to become the face of the campaign and celebrate a unique moment with their mothers. For those visiting the mall without their mothers, a QR code will divert them to the brand’s WhatsApp bot where they can dedicate a special message and have this simulcasted on LED screens across the mall.
