Tata Tea Premium, the flagship brand of Tata Tea, partnered with Laqshya Media Group to adopt 3D anamorphic displays in its "Desh Ke Dhaage" DOOH campaign, according to a press release.

Desh Ke Dhaage (देश के धागे), Hindi for "country threads" according to Google Translate, is a campaign designed to celebrate Indian handlooms via digital content and special edition tea packs.

The campaign ran through Aug. 17, centered at DLF Cyberhub in Gurugram, celebrating handloom traditions including Banarasi Silk from Uttar Pradesh, Chanderi from Madhya Pradesh, Phulkari from Punjab and Pochampally from Telangana, among others.

"TCPL has always been at the forefront when it comes to the usage of new- age tech to engage with consumers," Puneet Das, president for packaged beverages (India and South Aisia) at Tata Consumer Products, said in the release. "Be it Tata Tea Premium's Metaverse Holi Party campaign, the AI powered hyper-personalized Lohri campaign, or Tata Coffee Grand's ASMR creatives, or Tata Tea Gold Care's Mother's Day campaign with personalized packs for consumers that leveraged the power of personalized variable data printing, all these initiatives have always delighted consumers through the relevant yet impactful use of technology to amplify storytelling and drive deeper consumer engagement.

"Tata Tea Premium's Desh Ke Dhaage campaign endeavors to celebrate India's vivid handloom legacy, and by seamlessly integrating technology with it through 3D anamorphic outdoor, which happens to be one of India's largest, we have been able to push creative boundaries to bring to the consumer an experience that will not only visually delight them but will also help establish powerful connections."

3D Led display screen

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