GroupM, a WPP company, has introduced a groundbreaking Advanced TV campaign for Tata Tea Gold Care, powered by Wavemaker. The campaign uses dynamic, addressable ads that adapt in real-time to changing weather conditions, targeting consumers based on geotagged data. By leveraging local weather patterns, it delivers highly relevant messaging, emphasising the health benefits of Tata Tea Gold Care’s herbal blend, particularly during the rainy season.
Designed to resonate with consumers in key markets like Bengaluru and Kolkata, the ads change automatically to highlight wellness benefits when it begins to rain. In Bengaluru, the campaign showcased immunity-related messaging that aligned perfectly with the monsoon season’s shift, ensuring the ads were always contextually relevant.
In the first phase, creatives in Kannada and Bengali were launched, targeting audiences in Bengaluru and Kolkata. As the campaign evolved, GroupM used weather-triggered targeting and switched to Hindi for broader engagement, ensuring a fresh approach to avoid creative fatigue. The combination of regular and weather-responsive Hindi creatives led to a remarkable 22.5% increase in long-term effectiveness, with audiences responding 12.5% more positively to the dynamic ads.
Rajiv Rajagopal, Head of Advanced TV at GroupM Nexus, said, "This campaign is a prime example of how technology can reshape advertising to create personalised experiences. By leveraging real-time weather data, we've set a new benchmark for targeted, relevant advertising in CTV."
Taranjeet Kaur, VP & Head of Media Digital Marketing at Tata Consumer Products, added, "This approach was a game-changer for us. The ability to tailor messages to both our audience and weather conditions has proven incredibly effective, and we look forward to continuing to explore these advanced techniques in future campaigns."
This campaign highlights GroupM’s commitment to innovation, blending real-time data with targeted content to create a more engaging and personalised experience for consumers.
