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Tata Tea Premium’s ‘Vaddi Khushiyaan De Tappe’ initiative engages with Ludhiana customers on Lohri
Ludhiana, 14th January 2023: As part of its latest Lohri initiative, TTP today engaged consumers in Ludhiana’s MBD Neopolice Mall with an interesting activationcombining the vibrant folk art ofTappas and thecolourfultruck art culture that Punjab is famous for. The three-day initiative which kick-started on 12th January,is in line with TTP’s objective to provide consumers distinctive experiences. As part of the fun consumer engagement, participantshad a chance to curate their own AI driven hyper-personalized Tappas sung by Shehnaz Gill, customized in their own name and celebrating an occasion of their choice which can be easily shared with their loved ones.
Commenting on the new campaign, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said, “This Lohri, we are thrilled to launch theVaddi Khushiyaan De Tappe campaign, in association with actor Shehnaaz Gill. Rooted in an insight that is quintessential to the culture of Punjab, the campaign aims to heighten the excitement aroundLohri celebrations by leveraging AI that allows consumers to create hyper-personalized content themed on the format of Tappa folk songs.”
AzazulHaque, Chief Content Officer India Media Monks speaking on the Vaddi Khushiyaan De Tappe campaign said, "using AI tools we thought of creating personalized Tappas which Punjabis sing to celebrate Lohri. We didn't just personalize the themes of Tappas but also each Tappacan be personalized to individuals. Tea Premium and Media Monks will continue this journey of creating hyper local, hyper personalized campaigns using social tech platforms to engage with consumers on various events and festivals”
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