Latest news with #ParthaBiswas
Time of India
20-05-2025
- Business
- Time of India
Tata Gluco+ gives a fresh twist to energy with their ‘Piyo Goodness, Karo Greatness'
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:
Time of India
14-05-2025
- Business
- Time of India
Tata Coffee Grand Cold Coffee rediscovers the coolest way to create a connection
HighlightsTata Coffee Grand Cold Coffee's new campaign digital film captures the essence of spontaneous connections amidst the daily hustle, emphasizing that even fleeting moments can lead to memorable experiences shared over cold coffee. The campaign's slogan, 'Too Cool to Have It Solo,' reflects the brand's belief that coffee serves as a powerful facilitator of camaraderie and connection among the youth. Partha Biswas, President and Head of Ready-to-Drink Business at Tata Consumer Products, highlighted the growing cold coffee consumption in India, showcasing the launch of indulgent, ready-to-drink cold coffees in international flavors. Tata Coffee Grand Cold Coffee has unveiled its campaign digital film, a refreshing and relatable take on the daily grind, with chance encounters turning into something more. In a world that's always on the move, the film captures how even fleeting moments can become memorable when shared over a chilled ready to drink coffee. With its new-age appeal and the hook of 'Coffee!, here?', the campaign speaks directly to this new generation—encouraging them to take charge of moments that spark stories and connections and how a cold coffee this good never fails to start a conversation. In a world of quick scrolls and fleeting interactions, a can of Cold Coffee becomes more than just a refreshment—but an instant conversation starter that invites people to pause, engage and rediscover the joy of simple, spontaneous encounters . The brand's punchy slogan, 'Too Cool to Have It Solo,' captures the essence of youthful camaraderie and the idea that coffee, like life, is best when shared. It reflects the brand's core belief—that coffee isn't just functional, but the coolest way to create a connection. The film captures a chance encounter between a young woman and a man. Amid the rush-hour chaos, she sketches him, and in that fleeting moment, their eyes lock. What begins as a quiet, almost unnoticed exchange quickly transforms into something electric—a spark, a smile, a shared glance, and the undeniable promise of something more. It's a story of connection, unspoken yet powerful, set in the heart of everyday life. This urban story celebrates the unexpected magic of everyday life. With the playful exchange of 'Coffee?' The film captures the beauty of spontaneous moments and the silent yet powerful chemistry that defines youth. One sip later, and they get lost in their own playful world full of possibilities, only to later snap back to reality, and their moment turns into a blissful memory. Partha Biswas, president and head - RTD business, Tata Consumer Products, said, 'Cold Coffee consumption is exploding in India and we have launched a truly indulgent range of On the Go, Ready-to-Drink cold coffees in delicious international flavours.' Kiran Ramamurthy, president, 82.5 Communications said, "Our campaign brings that to life, transforming the brand into more than just an icebreaker – a facilitator of genuine connections." Watch the video here:
