MUMBAI: Picture this: the rain pelts against your windows, the skies are a moody grey, and the only thing that feels right is curling up with your favorite TV show. As the craving for comfort snacks and a warm cup of tea kicks in, your screen lights up with a perfectly timed ad: Tata Tea Gold Care. The message? A boost of wellness and immunity to pair with your rainy-day rituals.
This isn’t just coincidence; it’s innovation.
In a first-of-its-kind collaboration, Tata Tea Gold Care has partnered with GroupM’s Wavemaker to launch an advanced TV campaign that feels as tailored as your favorite brew. Using real-time weather data, the ads adapt dynamically to local conditions, delivering hyper-relevant, geotagged messages that highlight the tea’s health benefits—just when you need it most.
The campaign aimed to promote the health benefits of Tata Tea Gold Care during the monsoon, targeting key markets with weather-adaptive messaging. In Bengaluru, for instance, the ads automatically switched to highlight the tea’s wellness properties whenever it rained, ensuring timely and relevant brand communication. GroupM overcame the challenge of unpredictable weather by collaborating with multiple forecasting sources and leveraging real-time data to ensure precise consumer targeting.
The campaign's first phase featured regional creatives in Kannada and Bengali for Bengaluru and Kolkata audiences, respectively. During the second phase, the ads transitioned to Hindi for consistency and to avoid creative fatigue. Weather-responsive and regular Hindi ads drove a 22.5 per cent increase in long-term effectiveness, with addressable audiences showing a 12.5 per cent stronger response to the dynamic ads. The tailored messaging resulted in enhanced brand recall and greater emotional resonance with consumers.
GroupM Nexus, head of advanced TV, Rajiv Rajagopal highlighted the campaign's transformational impact, "This campaign is a testament to how technology can transform advertising by creating personalised, data-driven experiences that resonate with consumers. By leveraging real-time weather data and addressable creative technology, we’ve set a new standard in CTV advertising, ensuring messages reach the right audience at the right moment."
TCPL VP & head of media digital marketing, brand PR, Taranjeet Kaur praised the results:
"Using GroupM to explore addressable creative for Tata Tea Gold Care was a game-changer. Tailoring our message to both our audience and real-time weather signals yielded great results, and this approach clearly resonated."
This campaign reaffirms GroupM’s commitment to meaningful, data-driven advertising innovation. By integrating weather-responsive technology with advanced targeting and localisation, GroupM delivered a unique consumer experience that elevated relevance, engagement, and brand connections. This initiative sets a new benchmark for CTV advertising in India, showcasing the power of dynamic content to engage audiences effectively.
