MxMIndia

Tag: Tree Design

  • Tata Motors, Tree Design, White River Media win

    Indian entries shine at Montreux

    Indian companies won four Golds and nine Finalists at the 35th Golden Award of Montreux Switzerland Festival held recently..

    The Tata Motors in-house agency won teo Golds, “Ramadan 2024” in the Category Creative Use of Media and “ Hero Stories from Bangladesh” won Gold in the Category Digital/ InteractiveTree Design won Gold for “Tata Tea Premium Independence Day Packs” in the Category of Design.White Rivers Media won Gold for “Daughters of Piplantri” in Corporate Film“ category.

    Indian companies won nine Finalist Certificates which is notable as Montreux does not award Silvers and Bronzes only Finalists. Tata Motors won three Finalist Certificates for “Tata Ultra FE+ South Africa Launch Campaign” in the Categories Creative Use of Media, Design and in Digital /Interactive. “Tata Motors Ramadan 2023” won a Finalist Certificate in the Category Digital / Interactive.

    Tree Design won finalists for Toblerone Tiny’s Special Edition Range” and “Tata Tea Premium  Independence Day Tea Table Book” in Design category while“ “The Greatest Entertainers” won a Finalist in Direct Marketing. White Rivers Media won a Finalist in Digita/Interactive.

    Musemakers won a Finalist for “Singapore Tourism Board AR Postcards” in Digital /Interactive BETC Paris was crowned Agency of the Year for 2024, and Havas won theemerging Network of the Year.

    Said veteran advertising professional and part of the fest’s internal jury Ajay Chandwani “Montreux Festival has now become one of India’s more sought after award festival along with Cannes, One Show and D&AD as we are seeing more participation and recognition for Indian work. The last few years has witnessed some great Indian work winning at Montreux Festival.”

  • Launches 9 limited edition festive packs in 250gm

    Tata Tea Premium celebrates Odisha Day with campaign

    By Our Staff

     

    Tata Tea Premium pays homage to Utkala Dibasa (Odisha Day) with a campaign. It launches 9 limited edition packs inspired from the handlooms of Odisha. Nine different handlooms from different corners of Odisha have been tastefully adapted into this edition packs.

     

    To bring alive the story of the handlooms, the brand has also released a film conceived by Mullen Lintas, weaving together a whole 9 yard of visual extravaganza narrating the exquisite story of some of the famous handloom weaves of the state.

     

    Elaborating on the initiative, Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products Limited, said: “As part of our continued efforts to strengthen our brand connect with the people of Odisha, we are excited to celebrate the handloom culture of the state through our #UtkalaKiKala campaign on Utkala Dibasa. The array of handloom sarees from Odisha have been an integral part of the state’s cultural fabric. We have been able to bring alive these handloom traditions and capture their magical design in our limited-edition packs. We have further amplified this story beyond our packs into a beautiful film that can be seen by consumers across Odisha. Celebrating the rich culture of Odisha as well as driving this campaign to highlight the magic of these craftsmen, is at the core of our hyperlocal strategy to strengthen the connect with people of Odisha.”

     

    Arnab Chatterjee, co-founder Tree Design, who had conceived the thought and the pack design added: “To truly do justice to the brief we decided to go to the source of this rich cultural heritage. Traversing across the state of Odisha, we covered close to 1000 kms by road, over a period of 8 days, and located nine local artists who have been practicing their specific craft of handloom weaving for generations. Each of the nine artists was tasked to create a special saree for Odisha Day based on their rich and specific ethnic handloom culture. These sarees then became the base for the nine limited edition Odisha Day packs. These nine gems were then used to create a full campaign for Odisha Day ranging from a special edition tea book to outdoor to print to evoke a sense of local pride with the Tata Tea Premium consumers in Odisha.”

     

    Commenting on the genesis of the campaign and the idea, Hari Krishnan, CEO, Mullen Lintas said: “Not every day you get to work on a campaign like this. While the brief to the team was to communicate about the 9-handloom inspired limited edition packs, the idea was always to celebrate the pride of Odisha on the occasion of Utkala Dibasa, through one of its popular art forms- its beautiful handlooms. The name of the state itself has ‘kala’ in, so we leveraged it to work in our favour and cracked the campaign #UtkalaKiKala, a celebration of the state and its handloom art. The way the film portrays the stories and inspiration behind each of the handlooms, brought alive through a mix of miniature art and slick animation, captivates the viewers while also landing the communication comprehensively.”