Mumbai: GroupM, a WPP company, has launched a groundbreaking Advanced TV campaign for Tata Tea Gold Care, managed by Wavemaker. The campaign features addressable ads that dynamically adjust to real-time weather conditions, incorporating geotagged callouts for precise consumer targeting. By leveraging local weather patterns, this innovative approach delivers personalized messaging that resonates with consumer needs, particularly during the monsoon season, by highlighting the immunity benefits of Tata Tea Gold Care’s herbal blend.
The campaign was specifically crafted to emphasize Tata Tea Gold Care’s health benefits during the rainy season, targeting consumers with wellness and immunity-focused messages as the monsoon rains began in key markets. In cities like Bengaluru, ads automatically switched to highlight health benefits whenever rain started, seamlessly integrating the brand’s message with the changing weather conditions. This innovation helped GroupM overcome the challenge of sudden weather shifts, delivering timely and locally tailored content using real-time weather data and collaborating with multiple forecast sources.
Additionally, GroupM introduced Kannada and Bengali creatives in the first phase of the campaign for audiences in Bengaluru and Kolkata. In the second phase, as weather-based targeting was implemented, the creatives shifted to Hindi, ensuring differentiation and preventing creative fatigue from the initial language variations. The use of both regular and weather-responsive Hindi creatives resulted in a 22.5% increase in long-term effectiveness compared to standard creatives, with addressable audiences responding 12.5% more positively to the dynamic ads. This increase in effectiveness demonstrates how personalized, contextually relevant messaging can drive both brand recall and emotional resonance.
Rajiv Rajagopal, Head of Advanced TV, GroupM Nexus, said, “This campaign is a testament to how technology can transform advertising by creating personalized, data-driven experiences that resonate with consumers. By leveraging real-time weather data and addressable creative technology, we’ve set a new standard in CTV advertising, ensuring messages reach the right audience at the right moment. We are optimistic that this transformational technology will not only enhance brand impact but also pave the way for more meaningful, relevant consumer interactions across diverse markets, making advertising more effective and engaging in the long run.”
Taranjeet Kaur, VP & Head of Media Digital Marketing, Brand PR, TCPL, commented, “Using GroupM to explore addressable creative for Tata Tea Gold Care was a game-changer. Tailoring our message to both our audience and real-time weather signals yielded great results, and this approach clearly resonated. We’re excited to continue leveraging these advanced techniques for future campaigns.”
This campaign highlights GroupM’s commitment to driving meaningful, data-driven innovation in advertising. By combining real-time weather data with advanced targeting and localized content, GroupM has created a unique consumer experience that enhances both relevance and engagement. As advertising continues to evolve, this campaign for Tata Tea Gold Care sets a new standard in audience engagement, showcasing the power of dynamic, responsive technology to strengthen brand connections.