Tata Tea

Desh Ke Dhaage

Agency: Laqshya Media Group


On Independence Day, Tata Tea Premium, the flagship brand from Tata Tea's diverse portfolio, paid a captivating tribute to India's rich handloom legacy with its "Desh Ke Dhaage" campaign. Enlivened through one of the largest 3D anamorphic outdoor activations in the country, this unique on-ground installation showcased the vibrant stories of Indian Handlooms showcased through special edition packs of Tata Tea Premium, at DLF CyberHub in Gurugram up to August 17, 2023. Executed in collaboration with the Laqshya Media Group, the immersive experience took consumers on a colourful joyride through the artistry of some of India’s iconic handloom weaves, exuding a sense of pride and glory.

From the grandeur of Banarasi Silk of Uttar Pradesh to the intricate Chanderi from Madhya Pradesh, from the vibrant Phulkari of Punjab to the exquisite Pochampally from Telangana, from the elegant Panja Durrie from Haryana to the magnificent Patan Patola from Gujarat, consumers were mesmerized to see the resplendent canvas of each of these iconic weaves transforming into a larger- than- life immersive form through this outdoor activation.

Keeping true to the brand’s core of celebrating innovation and consumer-centricity, this activation is a testament to its commitment in enabling distinctive and strikingly differentiated experiences for its consumers. The 3D anamorphic installation is a seamless amalgamation of technology and storytelling, which is inherently ingrained in the brand’s DNA.

This professional campaign titled 'Desh Ke Dhaage' was published in India in August, 2023. It was created for the brand: Tata Tea, by ad agency: Laqshya Media Group. This Experiential medium campaign is related to the Soft Drinks industry and contains 4 media assets. It was submitted 3 months ago.

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