Tata Tea Premium, India’s flagship brand, celebrated Independence Day 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 Cyber Hub in Gurugram from August 13-17, 2023. Collaborated with Laqshya Media Group, the immersive experience took consumers on a colorful joyride through India’s iconic handloom weaves, exuding pride and glory.
Consumers were mesmerized by the outdoor activation, which transformed iconic weaves like Banarasi Silk, Chanderi, Phulkari, Pochampally, Panja Durrie, and PatanPatola into immersive forms. These iconic weaves transformed into larger-than-life forms, showcasing the beauty and diversity of these vibrant textiles. The brand celebrates innovation and consumer-centricity with a 3D anamorphic installation, blending technology and storytelling, showcasing its commitment to delivering distinctive experiences for consumers. Atul Shrivastava, CEO, Laqshya Media Group, said, “This campaign celebrates the synergy of creativity, technology, and heritage, delivering an immersive experience that resonates deeply with the target audience.”
Tata Tea Premium’s DeshKeDhaage campaign celebrates India’s handloom legacy by integrating technology with 3D anamorphic outdoor, one of India’s largest. This creative approach pushes creative boundaries, providing visually delightful experiences and establishing powerful connections with consumers.
