Tata Tea Awakens Indians to Climate Change with a Striking Interactive Experience

The brand partnered with Glance and Mindshare to bring this vision to life.   Glance, India's lock screen content platform with its exclusive reach, enabled Tata Tea to connect with millions of Indians and catch the eye in a fleeting moment.  With striking visuals, compelling messaging and Glance’s unique interactive features, Tata Tea captured its audience’s attention and drove impact.  
 

1. Grabbing Eyeballs in a Glance – With Powerful Visuals on the Lock Screen  
   Before people unlocked their phones, they saw a creative with a child playing in a picturesque place by a stream. It then invited them to explore and see the future. This led the user to a slider showing the child playing by the gushing stream, with the message “Our childhood”, asking people to slide to reveal the future. As the viewer interacted with the slider and moved it, the visual changed to show a child on barren land, with the message “Our kids’ future?”, which implied a bleak future for the generations to come. This then compelled the viewers to take action.  
    
2. Warming Them Up to Act – With Witty Messaging  
   After interacting with the slider, the viewer was led to a creative featuring popular Hindi actor Pankaj Tripathi with the intelligent, meaningful message, “Only tea feels good when it’s hot, not the planet”. The CTA, “Take action”, took them to the “Jaago Re” landing page, where people could take a pledge to save the environment. 

With striking visuals, impactful messaging, unique technology and a fresh approach coming together to provide an interactive experience, Tata Tea provoked and inspired a wave of action in just 5 days. By engaging with its consumers on issues that matter while striking a chord with the subject of future generations, the brand not only stayed relevant to its consumers but also strengthened its bond with them more than ever before. This led to spectacular results.