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Tata Tea Premium celebrates Republic Day with ‘Desh ki Jhanki’ campaign
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Saturday, 28 January, 2023, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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This Republic Day, Tata Tea Premium – Desh Ki Chai, the flagship brand of Tata Tea launches its 'Desh ki Jhanki' initiative, celebrating the rich contributions of our states to India@75 via an immersive Republic Day parade.
In line with the brand’s hyper-local approach, the latest campaign allows users to enjoy an immersive experience through a 360-degree viewing of 3D Jhankis, and an impactful narrative that brings alive iconic moments and events from the states of India.
A specially designed microsite: www.IndiaKiChai.com allows consumers to check out Jhankis (tableaus) of select states, that exhibit some key moments & contributions that brought glory to India. A unique audio-visual experience gives everyone an opportunity to get an immersive experience and enjoy the Republic Day parade from comfort of their homes.
The initiative captures regional motifs of some of the states, highlighted in their visually vibrant jhankis. These are Delhi, Haryana, UP, Punjab, Bihar, West Bengal, Odisha and Maharashtra.
Puneet Das, president - packaged beverages (India and South Asia), Tata Consumer Products, said, “Tata Tea Premium-Desh ki Chai, is extremely thrilled to launch the Desh Ki Jhanki initiative which highlights celebrated regional motifs of pride from across the country by means of a virtual 3D Republic Day parade. Offering disruptive and immersive consumer experiences has always remained the core of who we are as a brand. We have always engaged with our consumers through such innovative consumer campaigns leveraging the power of digital storytelling & latest technology while remaining relevant to the masses. This is yet another testament of our efforts in celebrating India through its diverse culture, rich traditions & vibrant motifs across the country and showcasing them to audiences in an impactful manner.”
Azazul Haque, chief content officer, India Media Monks, said, “The idea of Tata Tea Premium Desh ki Jhanki Campaign is to give every Indian an immersive experience of seeing an event they have seen since their childhood; in a way they have never experienced before. The 3D Virtual, immersive experience of Jhanki's of various states is not just a campaign, it's a moment of pride that we want to celebrate with every Indian.”
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