How Tata Tea raised climate change consciousness with a bold mobile campaign!

Tata Tea won at The Drum Awards for Digital Advertising APAC 2022 in the Adtech for Good category for its interactive climate change-focused digital campaign, created in partnership with InMobi and Wavemaker. Here, we explore what went into this successful project.

One in three Indian households drinks Tata Tea daily. But the popular 35-year-old tea brand is focused on more than waking people up in the morning – since 2007, it has aimed to use its influence to wake people up to pressing social and environmental issues.

This year, the brand was determined to help raise awareness and inspire action on climate change.

The brief

To build on its brand messaging platform ‘Jaago Re’ – which translates to “wake up” – Tata Tea tapped InMobi and Wavemaker to help build a climate-focused campaign timed around 2022 World Environment Day on June 5.

With attention more fragmented than ever, Tata knew that capturing consumer attention would prove challenging. And it needed a way to not only catch consumers’ eyes, but to engage them more deeply and inspire them to act – all without being overly moralizing or predictable.

The idea

The team sought to create an immersive experience that consumers simply wouldn’t be able to turn away from.

Tata Tea, Wavemaker and InMobi developed the concept of tapping into the power of InMobi-owned Glance, a leading consumer internet company specializing in delivering personalized lock screen content. By engaging users before they even unlocked their devices, Tata Tea hoped that it would be able to cut through the noise and connect with consumers in a powerful way while emboldening them to take action in the place they spend the most time: their phones.

Using bold visuals, Tata Tea deployed full-screen media on users’ lock screens that helped users visualize what the future would look like if people don’t wake up and act to help curb the climate crisis. It included an interactive slider feature that invited users to transition from the vibrant and flourishing Earth of yesteryear to a dark potential future in which the planet has been ravaged by climate change – all through the eyes of a child growing up. The campaign also included a video starring actor Pankaj Tripathi. It compelled people to consider the planet and their families.

The ad ended with a call-to-action that led viewers to a landing page on the ‘Jaago Re’ site where they were encouraged to sign a pledge to help combat climate change.

In an effort to reach as many consumers as possible, the team cast its net far and wide, targeting audiences across India, from a diverse range of backgrounds and demographics.

The results

Tata Tea saw significant performance improvements as a result of the campaign, with higher click-through rates than anticipated. Some 32.33% of users who received the ad interacted with the creative. Through the effort, Tata Tea garnered 10,000 pledges to fight climate change in just five days.

“We have always endeavored to create a deep connection with our consumers by inspiring and awakening them while bringing their attention to critical social issues,” said Taranjeet Kaur, head of media and digital marketing at Tata Consumer Products in a statement. “With Glance’s wide reach and immersive features, we were able to do this at scale. We drove a meaningful interaction in a stunning, eye-catching way.”

Source: The Drum Case Study