Sipping all the way to wellness with Tata Tea’s AR twist

A 2021 study published in the Journal of Nutritional Science highlighted a critical prevalence of vitamin deficiencies across India, with Vitamin D deficiency (VDD) affecting an estimated 70% of the population and Vitamin B12 deficiency impacting around 53%. These deficiencies span across age groups and regions, presenting a nationwide health concern.

In observance of World Vitamin D Day, which was on 2^nd November, Tata Tea Gold VitaCare, from Tata Consumer Products, launched a campaign to raise awareness about Vitamin D deficiency and the need for convenient wellness solutions.

Deficiency rates are particularly high in urban areas, where indoor lifestyles limit sun exposure, reducing natural Vitamin D synthesis. High deficiency levels among adults and people of various age groups underscore the need for accessible wellness solutions.

This awareness-driven campaign also highlights an acrylic mirror insert in print media, along with a digital AR filter ‘Face test’, to drive consumer engagement.  

Commenting on the campaign, Puneet Das, president—packaged beverages, India and South Asia at Tata Consumer Products, said, “With Tata Tea Gold VitaCare, we bring consumers a convenient way to consume a part of their daily vitamin intake in daily routine. We have been leveraging innovations to drive convenient and wellness options in tasty, everyday consumable beverages. This campaign underscores our commitment to making conscious choices accessible, convenient and delicious, enhancing the consumer experience.”

Campaign’s take: Tata Tea Gold VitaCare's latest campaign, launched on World Vitamin D Day, is a strategic response to India’s pressing vitamin deficiency problem, as highlighted by recent studies showing 70% of the population lacks sufficient Vitamin D. By positioning the product as a convenient, wellness-oriented solution, the FMCG brand leverages tea’s role as a household staple, promoting it not just as a beloved beverage, but as a source of essential vitamins. This aligns with consumers’ heightened focus on health and wellness, especially in urban areas where limited sun exposure exacerbates deficiency issues.

A standout feature of the campaign is the use of interactive technology through a digital AR filter, the ‘Face test’, which allows users to measure their ‘tiredness level’. This engaging tool not only highlights Vitamin D’s role in energy but directs users seamlessly to Tata Tea Gold VitaCare’s shopping page, blending awareness with direct consumer action.

The AR filter, combined with a print ad featuring an acrylic mirror insert, enhances the tactile and digital experience, making wellness both accessible and engaging. Tata Tea’s approach exemplifies how brands can leverage a traditional product to tap into wellness trends, bridging demographic gaps and aligning with the current, wellness-centric consumer mindset.