Tata Tea’s Print-to-Digital Campaign Infuses Industry’s First Tiredness Meter

Delhi, NCR – December 18, 2024: Tata Tea Gold partnered with mCanvas to launch a pioneering campaign, featuring the industry’s first ‘Tiredness Meter’ to raise awareness about Vitamin D deficiency, which impacts millions across India.

Tata Tea Gold’s immersive user journey

On World Vitamin D Day, in select editions of The Times of India supplements – Delhi, Noida, and Gurgaon Times - readers encountered an interactive full-page ad with a QR code, directing them from newspaper to mobile. Once scanned, readers could take a quick 'tiredness test' using the mobile's front camera and Augmented Reality face detection, which assessed their energy levels based on facial cues.

The ad culminated with the promotion of Vitacare and its benefits, encouraging users to get their daily dose of Vitamin D. The 11% scan-to-click-out ratio, which is higher than the 2-3% click-out industry standards, demonstrated the effectiveness of the cross-channel ad creative. In addition, an acrylic mirror in the print ad reinforced the theme of health and well-being.

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Words from Tata Tea and Wavemaker

Puneet Das, President - Packaged Beverages, India & South Asia at Tata Consumer Products, stated: “At Tata Tea, we recognized the need to bridge the gap between traditional and digital platforms while addressing India’s growing Vitamin D deficiency. Our Vitacare campaign achieved an 85% scan-to-click rate, seamlessly guiding users from print to an engaging mobile experience with innovative face-detection technology. Together with mCanvas, we're here to make wellness convenient, accessible, and enjoyable for tea lovers, nationwide.”

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‍‍Sairam Ranganathan, Chief Digital Officer, Wavemaker commented: "For Tata Tea Gold Vitacare, we partnered with mCanvas to combine traditional and digital media for an impactful consumer journey. By extending Tata Tea Gold Vitacare’s print ad into an interactive rich media mobile experience, we turned awareness into engagement, reaching users in ways that are memorable and meaningful. This campaign not only brought Vitamin D awareness to the forefront but also demonstrated how innovative media synergy can amplify a brand’s message effectively and drive sales.”

Impact of the Tata Tea Gold Vitacare campaign

An 85% scan-to-click rate represents the users who scanned the QR code to reach the engaging mobile journey. The immersive experience intrigued consumers, engaged them, and effectively conveyed the brand message of incorporating wellness into their daily routines.

Arun Anilkumar, Associate Director, Ad Sales, mCanvas India concluded: “Our innovative print-to-digital ad campaign with Tata Tea achieved an 11% scan-to-click-out ratio, setting new standards in wellness-focused marketing. At mCanvas, we strive to maximize attention, blending technology with experiential advertising for creative storytelling across smart devices. By pioneering omnichannel solutions with immersive ad formats, we help brands boost 3X higher recall for elevated user engagement across multiple digital touch-points.”

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The North India campaign showcased Tata Tea’s commitment to accessible wellness, while reaching consumers in a fresh and interactive way, and positioned Vitacare as the product for health-conscious choices.

This first-of-its-kind campaign leveraged the combined reach of print and digital media to help Tata Consumer Products achieve 4X higher than average scan-to-click-out ratio with mCanvas’ innovation, creativity, and impact.

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To know how your brand can benefit from omnichannel offerings, please contact:
Nigel Dsouza
‍nigel.d@mcanvas.com

About mCanvas:
mCanvas, an awareness generating platform, builds experiential ad creatives using standard assets, which are distributed across top mobile apps and websites globally. They measure campaign performance against metrics such as viewability, attention, brand lift, and physical store footfalls.

To know more, visit mCanvas.com 

About Tata Tea Gold:
‍Tata Tea Gold, a premium offering from Tata Consumer Products, blends the rich fullness of Assam valley teas with the enchanting aroma of long highland leaves. With its presence in over 50 countries, the brand now offers Tata Tea Gold VitaCare, enriched with essential vitamins D, B12, B6, and B9 for enhanced wellness.