e4m IDMA 2024: Tata Consumer Products bags gold metal for its impressive campaign

The 15th edition of the Indian Digital Marketing Awards (IDMA) on July 19 honoured the impressive and impactful work done in the digital media ecosystem. The awards night celebrated the brands and agencies for their innovation and creativity in curating insightful campaigns.

At the spectacular awards night Tata Consumer Products Limited took home a gold metal for its campaign named ‘Tata Tea Gold - Durga Pujo Campaign - #BanglarNokshaPujo’. The brand won under the ‘Best Use of User Generated Content’ sub-category. The media campaign was executed by Media.Monks.

Durga Pujo is a time when West Bengal is at its colourful best, a time for the women to adorn themselves with sarees, from a wide array of exquisite traditional handloom and textile creations. This festive ode to the handloom heritage was the inspiration for Tata Tea Gold’s festive series packaging. The brand launched 10 packs inspired from 5 Bengali handloom styles: Kantha, Jamdani, Baluchari, Batik and Garad depicting the key rituals around each day of Pujo. The story behind these festive packs and deep love for handwoven & textile sarees was depicted in the term ‘Banglar Noksha Pujo’ meaning Bengal’s Celebration of Patterns.

Leading the marketing & communication strategy was the digital video film that portrayed the cutest story of cultural heritage, nostalgia and love for sarees being passed down from a mother to her daughter. The brand collaborated with popular Bengali influencers to kick start the conversation around the film and people’s love for handloom sarees. The social media plan showcased reels that used elaborate illustrations to talk in depth about each handloom style, their feature and origin while deftly utilising the Pujo elements. The brand invited women of all ages and styles to share their Pujo OOTD (outfit of the day) on Instagram as a fun, engaging leg to the campaign. The winners of the contest won the Tata Tea Gold festive series kit.

IDMA honoured the outstanding work done in the digital media realm and celebrated brands and agencies for their exemplary work, innovation and creativity in curating insightful and impressive campaigns.

This year, the IDMA jury was chaired by Suresh Narayanan- Chairman & Managing Director, Nestlé India. The Indian Digital Marketing Awards selected the winners across eight prime categories - Web, Mobile and Tablets, Social Media, Search and PPC campaigns, For Small Medium Business, For Start-Ups, Hall Of Fame Awards and Special Awards.