MAM
Wavemaker brings alive inspiring celebrity stories for Tata Tea Gold’s‘Dil Ki Suno’ campaign in partnership with IIFA
MUMBAI: Tata Tea Gold has partnered with IIFA 2019, the biggest Bollywood platform to launch #DilKiSuno stories as part of the brand’s ‘Dil ki Suno’ Campaign. Crafted and executed by Wavemaker, the media, content and technology agency of GroupM, the campaign will showcase inspiriting stories by many leading celebrities at IIFA 2019, encouraging consumers to share their inspiring stories and experiences.
Tata Tea Gold #DilKiSuno campaign, in its first phase, invited consumers to buy a pack of Tata Tea Gold and win a chance to attend the exciting IIFA 2019 awards event in person. Some lucky consumers have won the opportunity to witness the glitz and glamour and watch their favourite stars up, close and personal.
#DilKiSuno campaign of Tata Tea Gold aims to bring alive the inspiring stories of consumers who have listened to their hearts and made their own path.
Puneet Das – Vice President Marketing – (India), Tata Global Beverages Ltd. said, “Tata Global Beverages’ iconic brand, Tata Tea Gold, has stood for the ‘Gold standard’ in tea drinking experience with its rich taste and an irresistible aroma. The brand Proposition talks about ‘Dil ko na kahoge toh pachtaoge’; encouraging consumers to listen to their heart and have no regrets. We continue to build on that proposition with an exciting partnership with IIFA 2019, by sharing inspiring #DilkiSuno stories of your favorite celebrities… and inviting consumers to share theirs.”
Speaking on this successful collaboration, Kishan Kumar M S, Vice President, Wavemaker India said, “Tata Tea has always brought difference to the lives of millions of consumers through their purpose-driven marketing. For the latest Tata Tea Gold ‘Dil Ki Suno’ campaign, our objective is to inspire our consumers to follow their dreams by listening to their heart.
To bring this alive, Wavemaker partnered with IIFA to bring out inspirational stories from self-made stars who listened to their hearts. Using the trinity of media, content & technology, we will leverage these Bollywood stories to trigger, create, curate and amplify real-life #DilKiSuno examples which will then create a domino effect.”
These celebrity stories will be showcased during IIFA telecast scheduled on 20th October, 2019 on the Viacom Network.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
