Shehnaaz Gill and Tata Tea Premium celebrate Lohri with AI campaign

The campaign 'Vaddi Khushiyaan De Tappe' celebrates Lohri with an AI powered music video sung by Shehnaaz, through the lyrical folk-art format of ‘Tappas’. 

Building its campaign thought on this vibrant art form, Tata Tea Premium launched its Lohri campaign 'Vaddi Khushiyaan De Tappe' in association with Punjabi actor Shehnaaz Gill. Lohri, one of the key festivals in the region, provides Punjabis an opportunity to celebrate auspicious moments of their lives with loved ones, through this lyrical folk-art format of ‘Tappas’.

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Dove-tailed to its strategy of giving consumers distinctive experiences, the latest initiative allows users to enjoy AI driven hyper-personalized Tappas sung by Shehnaaz Gill.

In the video, Shehnaaz introduces the folk-art in Punjabi, highlighting her collaboration with Tata Tea. She goes on to add that the specially designed microsite platform will allow users to get their own personalized music video ‘Tappa’, that can be easily shared with their loved ones.

Through this campaign, Tata Tea Premium integrates its hyper-local narrative into the space of hyper-personalization while bringing a new technological experience to the masses like never before. 

The campaign is further amplified through limited edition festive packs in 500gm and 1kg which have been launched using the illustrative style of vibrant truck art of Punjab.

Commenting on the same, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said, “True to being the pioneers of hyperlocal campaigns, Tata Tea Premium ‘Desh Ki Chai’, has pushed the envelope further to create a hyper-personal campaign. This Lohri, we are thrilled to launch the Vaddi 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 around Lohri celebrations by leveraging AI that allows consumers to create hyper-personalized content themed on the format of Tappa folk songs. In line with our hyperlocal play, we will continue to highlight regional and hyperlocal nuances of such celebrated festivals as part of our upcoming campaigns true to our brand proposition." 

Azazul Haque, Chief Content Officer India, Media Monks said, "Continuing with the Tata Tea Premium Desh Ki Chai campaign, the idea was to go hyper personal from hyper local on Lohri. By 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 Tappa can be personalized to individuals.

As families sing Tappas to celebrate Vaddi Khushiyan on Lohri, we thought of roping in Shehnaaz Gill, a big name in Punjab Entertainment Industry and by using AI tools design personalized Tappas in her voice and video and get it sent to individuals who have requested for it. Tata 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.”