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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
