Categories Name : STAGES OF BRAND BUILDING

Sub-Category : Use of Analytics/ Big Data/AI

Entry Name (Campaign) :Tata Tea Premium - #LohriDeTappe

Results

A 360° integrated campaign, focussed on digitally-savvy Punjabis - The tech behind it: Shehnaz’s audio was used to train the AI. We chose speech-to-speech instead of text-to-speech for an authentic Punjabi dialect, using a team of 15 north-Indian women to record the audio that was to be converted to Shehnaz’s voice. Respeecher was used as the voice-cloning software. Through the IndiaKiChai microsite UI, people were able to input the celebration occasion and addressee name to generate whatsapp-shareable, customized tappe, at the simple click of a button. Campaign execution and virality: PR: A pre-buzz article which showed the BTS of Shehnaz Gill dancing on the sets was released to create intrigue.
Digital Media: A teaser and launch video on Youtube nudged traffic to the microsite. Other platforms deployed were Voot, Sharechat+MOJ, Momspresso, Mcanvas and Tuttler. Social Media: Influencer content and UGC helped enhance engagement. TV: We reached masses through top regional channels such as PTC Punjabi, PTC Gold, PTC Music, PTC Chakde and PTC News.
Print: Regional print ads were taken out in Dainik Bhaskar, Punjab Kesari, Jagbani and Navodaya Times. OOH: Hoardings in Ludhiana, Jalandhar and Amritsar. Result: Brand Health (Post vs. Pre-campaign): TOM: Increased 1200 basis points Spont: Increased 800 BP Brand Usage (L1M) Score: Rose 900 BP MoUB Score: Jumped 1200 BP Consideration TB: Spiked 1200 BP Market Footprint: Market Share Value: Rose 80 BP - way beyond merely arresting decline of MS Households: 1 lac+ HH added Volume Growth: 17% in just a month (+14% over average growth) Earned Media: Video views: 11.7M+ Campaign Reach: 12.6M+; 792,000 Total Interactions Organic Impact: 5.3M views and 653K posts, all organic!
Fans also drove organic chatter on Twitter where we hadn’t advertised! 33,000+ Punjabis participated in tappe creation on whatsapp Perception: 98% positive on sentiment analysis