Ad Campaigns
Tata Tea Chakra Gold Care blends tradition and tech for Tamil new year
MUMBAI: As Tamil Nadu united to celebrate Puthandu, the Tamil new year, Tata Tea Chakra Gold Care marked the occasion with a thoughtful, tech-enabled print campaign titled ‘Pudhu Aarambam’. Known for championing Tamil traditions of Care, the brand delivered an innovative and emotional experience that reinforced its close bond with Tamil households.
At the centre of the campaign was a first-of-its-kind newspaper innovation rolled out in Chennai. The print ad featured a traditional Kani Thali a ceremonial arrangement that Tamilians view first on Puthandu morning, symbolising prosperity and positive beginnings. Central to the Thali was a covered mirror, a significant element representing self-reflection and hope for abundance. Readers were invited to scan a QR code integrated into the design, which activated a webar experience, bringing the mirror to life with heartfelt, customised Puthandu greetings in Tamil a beautiful convergence of culture and modern technology.
Speaking about the initiative, India and south Asia, Tata Consumer Products president – packaged beverages Puneet Das said, “Tamil Nadu has always been a priority market for us. With Puthandu being such a culturally significant festival, we wanted to celebrate it in a way that felt both meaningful and modern. This print experience allowed us to bring together innovation and tradition just like our Tata Tea Chakra Gold Care blend, which combines the goodness of five natural ingredients with the taste that Tamil Nadu loves.”
.Monks SVP Kamala Venkateswaran the agency behind the concept, added, “TCPL has always celebrated hyperlocal, and year after year, our challenge has been to find beautiful ways to connect with Tamil consumers while keeping the cultural truth intact. This year, we brought culture and technology together in a new experience. The idea was to bring a smile and happiness to your home when you woke up and had your tea with your newspaper. We hope everyone enjoyed the experience. Wishing all Puththaandu Nalvaazhththukkal!”
Tata Tea Chakra Gold Care is a blend crafted to reflect the wisdom of Tamil home traditions. It combines Adhimadhuram, Elaichi, Ginger, Tulsi, and Brahmi five ingredients known for their everyday wellness benefits in Tamil households. Through this campaign, the brand encouraged families to pause, reconnect, and celebrate their roots over a cup of tea that stands for Care, wellbeing, and the Tamil way of life.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
