The second-largest tea brand in South India, TATA Tea Chakra Gold engaged consumers with a larger than life 3D Projection Mapping Show on the exterior of Beach Mall, Visakhapatnam. The initiative was aimed at celebrating the iconic state pride elements of Andhra Pradesh and Telangana.
The initiative is a part of TATA Tea Chakra Gold’s commitment to celebrating the states’ regional pride and its sustained efforts to be the preferred choice of consumers in these regions.
AP and Telangana are synonymous with achievements and excellence across different spheres of life including the rich artistic culture. Tata Tea Chakra Gold continues to strive and remain a hallmark of the perfect cup of tea. The new pack highlights the brand’s proposition aptly and the initiative is based on this central insight.
Telangana and Andhra Pradesh are famous for many unique art forms such as the Kuchipudi dance, Kalamkari designs, and Kondapalli toys. Owing to the art forms’ 400-year-old rich heritage and unique craftsmanship, the Kondapalli toys are one of the most loved symbols of pride in the region which brings alive tales of rural life, animals and folklore.
Through the 3D projection featuring the story of the Kondapalli toys, Tata Tea Chakra Gold pays tribute to this celebrated art form. The Kondapalli toys are featured in the all-new Chakra Gold pack designed specifically for Andhra Pradesh & Telangana as an ode to the rich culture of the states. The pack also includes many other symbols of pride like the Kalamkari design, Kuchipudi dance, Rice paddy fields, and Telugu script.
Elaborating on the new pack, Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products Limited, states, “In continuation of our journey to further strengthen our brand connect in AP & Telangana, we have now refreshed our pack with elements celebrating Telugu pride elements to perfection. We believe that the Kondapalli toys, which are world-renowned for their craftsmanship need to be preserved and promoted for upcoming generations. We are happy to creatively bring alive the art form along with other motifs of the state in an interesting manner, as this is in line with our hyperlocal strategy to engage consumers with specific cultural insights”.