Tata Consumer Products Limited has launched a groundbreaking new campaign for its energy drink Tata Gluco+, titled "Piyo Goodness. Karo Greatness", using Artificial Intelligence (AI) in film production. The campaign reinforces the brand’s commitment to social responsibility by encouraging today’s youth to harness their energy for meaningful collective action.
The visually striking film, set in a stadium post-match, tells the story of a group of friends moved by the efforts of cleaners struggling to manage the mess left behind. Energized by Tata Gluco+, the friends spark a symbolic “tornado” of positive action, inspiring others to join in and clean the stadium—culminating in a powerful moment of teamwork and transformation.
Conceptualised by VML and brought to life by digital studio RAIDs. Every visual frame, from cinematic transitions to dynamic crowd sequences, was created using advanced generative AI tools, many built on OpenAI's foundational models.
“With our new positioning ‘Piyo Goodness Karo Greatness’, we aim to resonate deeply with today’s youth,” said Partha Biswas, President & Head – RTD Business, Tata Consumer Products Limited. “This AI-powered production captures the essence of our message—that energy, when guided by purpose and empathy, leads to collective greatness.”
Dr. Sandeep Goyal, Chief Evangelist at RAIDs, highlighted the technological achievement, “This project is a proud moment for Indian creativity. Using custom-built AI pipelines, we redefined what’s possible in film storytelling.”
Tata Gluco+ stands out in the Ready-To-Drink (RTD) market and is available in five flavors—Orange, Lemon, Lychee, Green Apple, and Berry.
