Tata Tea Premium’s ‘Vaddi Khushiyaan De Tappe’ initiative engages with Ludhiana customers on Lohri

Ludhiana, January 14, 2023: As part of its latest Lohri initiative, TTP today engaged consumers in Ludhiana’s MBD Neopolis Mall with an interesting activation combining the vibrant folk art of Tappas and the colourful truck art culture that Punjab is famous for. The three-day initiative which kick-started on 12th January, is in line with TTP’s objective to provide consumers distinctive experiences. As part of the fun consumer engagement, participants had a chance to curate their own AI driven hyper-personalized Tappas sung by Shehnaz Gill, customized in their own name and celebrating an occasion of their choice which can be easily shared with their loved ones.

Commenting on the new campaign, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said, “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.”

Azazul Haque, Chief Content Officer India Media Monks speaking on the Vaddi Khushiyaan De Tappe campaign said, "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. 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.”