Tata Tea Chakra Gold CARE Celebrates Tamil New Year with Pudhu Aarambam Campaign
Chennai: Tata Tea Chakra Gold CARE marked the Tamil New Year, Puthandu, with a unique campaign titled Pudhu Aarambam. The campaign featured a tech-enabled print innovation in Chennai, blending culture, innovation, and emotional connection.
The immersive newspaper ad featured a traditionally arranged Kani Thali, a ceremonial platter symbolizing prosperity and positive beginnings. A QR code in the ad brought a covered mirror to life using webAR, revealing heartfelt customized Puthandu greetings in Tamil.
“Tamil Nadu has always been a priority market for us,” said Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products. “We wanted to celebrate Puthandu in a way that felt both meaningful and modern.”
“TCPL has always celebrated hyperlocal,” added Kamala Venkateswaran, Sr. Vice President of Monks, the agency behind the campaign. “We brought culture and technology together in a new experience, aiming to bring a smile and happiness to homes.”
