Tata Consumer Products Limited has unveiled a bold new campaign for Tata Gluco+ under the banner “Piyo Goodness. Karo Greatness”. This refreshed brand proposition delivers a powerful message on how the right energy—rooted in goodness—can inspire meaningful, positive change. At the heart of the campaign lies a compelling narrative that celebrates the transformative power of good energy, aligning seamlessly with Tata Gluco+’s brand values. More than just a tagline, “Piyo Goodness. Karo Greatness” captures the spirit of youth-driven action and everyday heroism.
Pushing creative boundaries, the campaign also breaks new ground in production by integrating cutting-edge Artificial Intelligence (AI) technology. This innovative use of AI marks a significant leap in how the brand connects with its digitally savvy audience—delivering a future-forward visual experience that matches the ambition of its message.
Set in the aftermath of a high-energy stadium match, the film opens on a group of cleaners overwhelmed by the mess left behind. As they struggle to restore order, a group of spirited young friends watches on. Moved by empathy, they take a few sips of the revitalizing Tata Gluco+—unlocking a rush of glucose-powered energy. What follows is a burst of determined action that inspires those around them, sparking a chain reaction.
United by purpose, the crowd channels their energy into creating a symbolic tornado that sweeps through the stadium, clearing debris in a visually stunning sequence. The climax comes as the swirling trash lands squarely in a waste truck—like a slam-dunk, symbolizing teamwork, precision, and a shared commitment to do better.
Conceptualized by VML and brought to life by digital studio RAIDs, this groundbreaking campaign represents one of the first AI-generated films crafted by an Indian brand in collaboration with an Indian agency. It highlights India’s growing capabilities in creative technology while reinforcing a strong message of social responsibility.
This AI-powered storytelling not only elevates visual engagement but also reinforces the brand’s purpose—Tata Gluco+ isn’t just a drink, it’s a catalyst for collective action. The campaign champions the idea that when fueled by the right kind of energy, today’s youth can turn goodness into greatness.
Commenting on the innovative approach, Partha Biswas, President & Head – RTD Business, Tata Consumer Products Limited, said, “Tata Gluco+ has always been about providing instant energy, but with our new positioning “Piyo Goodness Karo Greatness”, we are giving it a new more meaningful twist, to make it more relevant for today’s youth. This production (powered by AI) has allowed us to craft a visually stunning narrative that perfectly captures our essence—demonstrating that when energy is channelled with purpose and compassion, it creates ripple effects of positive change that benefit entire communities.”
The campaign aligns seamlessly with the TATA philosophy of inspiring change and making a positive impact through empathy-driven actions, targeting the new generation with an inspiring message to use energy from Tata Gluco+ to accomplish meaningful goals.
The production technique represents a significant advancement in Indian advertising creativity.
Dr. Sandeep Goyal, Chief Evangelist, RAIDS, expressed pride in the collaboration and said, “We are immensely proud to partner with TATA on this revolutionary project that showcases the technological prowess of India in Gen AI. Every visual frame, environment, and motion sequence was born through artificial intelligence, allowing us to reimagine what’s possible in film production. We leveraged a suite of cutting-edge AI tools. Each tool was selected for its strengths—scene creation, motion generation, texture refinement, or cinematic transitions. What makes this project even more exciting is that many of the most complex shots-such as fluid transitions, aerial-like tracking shots, and high-speed product visuals – were developed using our own custom-built AI pipelines, based on OpenAI’s foundational models.”
The campaign aims to raise social awareness and inspire consumers to transform energy into acts of meaningful change. Tata Gluco+ stands out in the RTD (Ready-To-Drink) segment with its caffeine-free “Better for You” attributes and bold messaging rooted in social responsibility.
Available in five exciting flavors: Orange, Lemon, Lychee, Green Apple, and Berry, Tata Gluco+ caters to diverse taste preferences. The product is widely available in retail stores across the country.
