Tata Gluco+ gives a fresh twist to energy with their ‘Piyo Goodness, Karo Greatness'

Time of India

20-05-2025

HighlightsTata Consumer Products Limited launches a groundbreaking AI-generated thematic film for Tata Gluco+, promoting its new consumer proposition 'Piyo Goodness, Karo Greatness'. The film illustrates how the energy from Tata Gluco+ can drive positive change, featuring a narrative of empathy and community action that culminates in a visually striking tornado clearing a stadium. The campaign emphasizes Tata Gluco+'s commitment to social responsibility and aims to inspire the younger generation to channel their energy into meaningful actions.
Tata Consumer Products
Limited's,
Tata Gluco+
, brings its new consumer proposition of Piyo Goodness, Karo Greatness to life through a first-ever thematic film created entirely using groundbreaking AI technology.
Tata Consumer Products has announced the launch of its new proposition for Tata Gluco+, 'Piyo Goodness. Karo Greatness'.
The innovative campaign brings a compelling narrative of how good energy can bring about a positive change, demonstrating the inherent goodness of the brand.
The film narrates the story of a group of cleaners struggling to manage the mess left behind. Witnessing their effort, a young, energetic, driven set of friends are moved by empathy.
A few sips of the flavourful Tata Gluco+, harnesses a surge of glucose-powered energy, to blow air with renewed determination.
This act sparks a movement, as others join in, creating a symbolic tornado that clears the stadium in a visually striking sequence. The tornado culminates in a basketball-like shot as the collected garbage lands perfectly in a waste truck.
Conceptualised by VML and executed by digital studio RAIDs, this pioneering initiative marks a significant milestone as one of the first AI film developed for an Indian Brand, by an Indian agency, showcasing the country's growing prowess in creative technology applications to narrate a powerful brand story rooted in
social responsibility
. The film underscores how the goodness of Tata Gluco+ fuels actions that lead to greatness.
Partha Biswas, president and head – RTD Business, Tata Consumer Products Limited, said, 'Tata Gluco+ has always been about providing instant energy, but with our new positioning '
Piyo Goodness Karo Greatness
', we are giving it a new more meaningful twist, to make it more relevant for today's youth.'
The campaign aligns seamlessly with the
TATA philosophy
of inspiring change and making a positive impact through empathy-driven actions, targeting the new generation with an inspiring message to use energy from Tata Gluco+ to accomplish meaningful goals.
Sandeep Goyal, chief evangelist, RAIDS, expressed pride in the collaboration and said, 'Every visual frame, environment, and motion sequence was born through artificial intelligence, allowing us to reimagine what's possible in film production.'
The campaign aims to raise social awareness and inspire consumers to transform energy into acts of meaningful change. Tata Gluco+ stands out in the RTD (Ready-To-Drink) segment with its caffeine-free 'Better for You' attributes and bold messaging rooted in social responsibility.
Watch the video here: