Tata Tea Premium leverages AI for ‘Vaddi Khushiyaan De Tappe' initiative on Lohri

Tappas have always been an integral element of Punjabi folk tradition, sung and performed by people at gatherings to celebrate happy events, milestones and festivals. 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 folkart format of ‘Tappas’. Building its campaign thought on this vibrant art form,

Tata Tea Premium has launched its Lohri campaign ‘Vaddi Khushiyaan De Tappe’ in association with Punjabi actor Shehnaaz Gill.

The initiative allows users to enjoy AI-driven hyper-personalised Tappas sung by Shehnaz Gill, made in their own name, celebrating an occasion of their choice that can be easily shared with their loved ones.  

A specially designed microsite ( https://tatateatappe.com/)  platform allows consumers to create and share their own personalised music video ‘Tappa’, sung and performed by Gill.

The campaign ties together culture, technology, and festive fervour, to drive engagement and conversation across consumer touchpoints. Knitting together Lohri elements in a colourful manner, the brand has also released a new TVC, featuring the actor, celebrating Lohri festivities, with a call to action urging consumers to participate in this novel and fun experience.

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-personalised 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, 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 personalised Tappas which Punjabis sing to celebrate Lohri. We didn't just personalise the themes of Tappas but also each Tappa can be personalised to individuals. As families sing Tappas to celebrate Vaddi Khushiyan on Lohri, we thought of roping in Shehnaz Gill, a big name in Punjab Entertainment Industry and by using AI tools design personalised 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-personalised campaigns using social tech platforms to engage with consumers on various events and festivals.”

The campaign is further amplified through a limited-edition festive pack which have been launched using the illustrative style of vibrant truck art of Punjab. The visuals narrate stories on Lohri, manifesting through its quintessential elements of dance, food and colorful celebrations. These packs will be available in all outlets across Punjab