The venue will be transformed into an emotional wonderland where mothers and children can create and celebrate heart touching Mother’s Day memories
Consumers who are visiting these malls with their mothers can participate in a unique technology-led activation where their photo and wish will get immortalized on a digital screen in real-time.
Kolkata, May 11, 2024: Celebrating the timeless bond between a mother and her child, Tata Tea Gold Care, the marquee brand from Tata Tea will create a personalised journey for consumers and their mothers through a tech-enabled activation in South City Mall, Kolkata. At the Tata Tea Gold Care booth, consumers can get a lovely photo clicked with their mothers, which will be transformed into a beautiful, customized wish on a digital screen in real time. Simultaneously this picture will also be printed on a tea cup, which would be gifted to the consumer on the occasion of Mother’s Day. This will be implemented in partnership with Laqshya Media group.
In continuation of the brand’s commitment to provide meaningful experiences, Tata Tea Gold Care also announced the personalization of over 600 tea packs, inspired by entries received from across the country through a comprehensive campaign comprising of print, digital and social. Through a dedicated website www.tatateagoldcare.com, consumers can submit a picture capturing the essence of their relationship with their mother along with a heartfelt message. The best 650 entries that reach first will receive a free, personalized pack of Tata Tea Gold Care. This pack will be delivered to directly to customer’s homes (and will not be commercially sold). Through this website, consumers can also download a special e-greeting that can be shared with their mothers, making them feel truly celebrated. Even while waiting at the Tata Tea Gold Care stall in the mall, consumers can participate in this contest, as they will receive an automated message on their phone, encouraging them to visit the website and take part in the contest.
To spread the message and encourage participation in this unique activation in South City Mall, Tata Tea Gold Care tied up with local influencers and RJs to promote the event on their radio and social channels.
Mr. Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, shared his insights on the campaign, stating, "At Tata Tea Gold Care, we are dedicated to celebrating the unique and unconditional bond between mothers and their children. Our Mother's Day campaign, #MyTurnToCare2, is a tribute to the innate care and strength exemplified by mothers worldwide. Through innovative initiatives like personalised packaging and tech-enabled on-ground activations, we aim to create lasting memories and meaningful connections with our consumers.”
One of the highlights of the on-ground activation is the fully tech-enabled experience, where images and heartfelt messages will be showcased on a grand LED screen, capturing the attention of all mall visitors. This moment of recognition will transform mothers into celebrities, spreading joy and warmth throughout the mall. Each consumer will also receive a personalized tea cup that will make their tea-time experience with their mothers even more special.
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