They say a mother’s love knows no bounds. This Mother’s Day, Tata Tea Gold Care, a brand from Tata Tea’s diverse portfolio, is offering personalised tea packs through the second edition of its marquee Mother’s Day campaign #MyTurnToCare2. The brand will be gifting consumers specially curated, Tata Tea Gold Care packs featuring a picture of the consumer with their mother in the front along with a special message. The brand would be customizing packs, for over 600 consumers across India.
These limited-edition packs aim to celebrate the natural caring bond between a mother and her child while 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 website (www.tatateagoldcare.com) where participants can submit their picture entry along with a special message for their mother. The best 650 entries that are received first, will get a chance to win a personalized pack of Tata Tea Gold Care. These packs will be delivered directly to the consumer’s home (in 2-4 weeks) and will not be commercially sold. Consumers can also download a customized e-greeting post the submission, which can be shared with their mother to make her feel truly special.
To spread this message and encourage widespread consumer participation, the brand has collaborated with famous celebrities across sports and entertainment industries like Smriti Mandhana, Shivangi Joshi and Mouni Roy. More than 60 micro-influencers were also onboarded ahead of Mother’s Day to show proof of concept to the end consumer and enable extensive reach for the campaign.
This one-of-a-kind, personalized consumer experience will be achieved at a significant scale in packaging using breakthrough printing technology in partnership with Trigon Digipack Private Limited and Tree Designs Private Limited. The end-to-end execution of this personalized design will be enabled by designing and deploying cutting-edge Image processing and Variable Data Printing technology.
Commenting on the campaign, Mr. Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, expressed, “Tata Tea Gold Care’s #MyTurnToCare2 campaign celebrates the enduring bond between a mother and her child, encapsulated in these personalised tea packs. Each pack is a tribute to the collective strength and unwavering love of mothers, personalised for every individual. Celebrating the unique love and care of mothers lies at the heart of our Mother’s Day campaign, resonating across various touchpoints, from print and digital to on-ground activations.”
To ensure participation, the campaign is bolstered through print, digital, and social media channels across major cities such as Delhi+NCR, Mumbai, Kolkata, Bengaluru, Lucknow, Chandigarh, Patna, and Ranchi. Additionally, the brand will host interactive on-ground events at Nexus Mall Koramangala in Bengaluru and South City Mall in Kolkata on May 10, 11, and 12. Those visiting these malls with their mother can participate in a unique technology-led customization where their photo and wish will be immortalized on a digital screen in real-time. With this, Tata Tea Gold Care’s attempt is to make moms feel cherished and celebrated this Mother’s Day.
About TATA Tea Gold Care:
At the heart of Tata Tea Gold Care, is a medley of taste and care in a cup! This is an offering of exquisite tea blend that combines the rich taste of the fine valley-grown teas with the goodness of five natural ingredients. The tea has ingredients like Tulsi, that is known to improve the body’s immunity, Ginger is known to be good for the common cold and cough, Brahmi is known to help improve memory, Cardamom is known to help with digestion and Mulethi is known to be good for sore throat. Irresistible taste combined with wellness; this tea will leave you longing for more. Tata Tea Gold Care – Enjoy goodness in every cup!
About Tata Consumer Products Limited:
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 263 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 15,206 Crs with operations in India and International markets.
For more information, please visit www.tataconsumer.com
