Tata Consumer Products takes home 5 metals at Indian Marketing Awards 2023
The brand won 1 gold, 1 silver and 3 bronze metals across categories for their impressive and impactful campaigns
The 10th edition of the Indian Marketing Awards (IMA) was hosted by the exchange4media Group on February 2 at Taj Santacruz in Mumbai. The awards night celebrated the brilliance of various brands and agencies, each recognized for their exceptional contributions. Beyond recognition, the awards night served as a catalyst for driving progress and raising the bar for creativity, ingenuity, and excellence.
At the IMA 2023, Tata Consumer Products walked home with 5 metals, including 1 gold, 1 silver and 3 bronze metals. The brand won gold for its ‘Tata Tea Premium - 'Lohri De Tappe’ campaign under the ‘Use of Analytics/ Big Data/AI’ category. Tappe are regional folk songs sung in almost all households to ring in Lohri and to rejoice in big and small wins alike.
Taking a cue from this, the brand crafted its tagline- Vaddi Khushiyan De Tappe for the campaign. It leveraged AI’s Speech-to-speech rephrase Technology to allow people to create their authentic Lohri wishes in the form of hyper-personalized Tappe - in Punjabi celebrity singer Shehnaz Gill’s voice. The 360-degree integrated campaign focussed on digitally-savvy Punjabis.
What set the campaign apart was the blend of rich Punjabi traditions with the tech-savviness of young India. The objective was to enhance brand love especially among the younger generation, through a sense of regional pride. Deploying AI’s Rephrase-tech we aided users to create their own tappe in the voice of celebrity-singer Shehnaaz Gill, to share with whomever they pleased.
The awards night recognised and celebrated the best in the marketing industry and felicitated brands and agencies for their path-breaking works across diverse categories. The Indian Marketing Awards honour organizations, individuals, and teams that have attained remarkable accomplishments through innovative marketing strategies.
The IMA 2023 jury was chaired by CK Venkataraman, Managing Director, Titan Company. The other jury members included industry leaders, seasoned professionals, and renowned personalities from the industry.
