.jpg)
Tata Tea Gold VitaCare has unveiled a new campaign aimed at raising awareness of Vitamin D deficiency (VDD) in India. The campaign, launched in conjunction with World Vitamin D Day, combines print media, artificial intelligence (AI) and augmented reality (AR) technology to engage consumers in an interactive and innovative way.
According to a 2021 study in the Journal of Nutritional Science, Vitamin D deficiency affects approximately 70% of the Indian population, with urban areas being particularly vulnerable due to lifestyle factors that limit sun exposure. With such a high prevalence of deficiency, Tata Tea Gold VitaCare aims to offer an accessible solution to the problem by providing a simple and convenient way for consumers to incorporate essential vitamins into their daily routine.
Enriched with Vitamin D, B12, B6, and B9, Tata Tea Gold VitaCare delivers 30% of the daily recommended intake of these four essential vitamins in just two cups of tea. The campaign highlights the health benefits of these vitamins, which contribute to reducing tiredness and fatigue (Vitamin B6), maintaining normal bones (Vitamin D), supporting energy metabolism (Vitamin B12), and promoting normal blood formation (Vitamin B9).
Innovative Print and AR Elements
The highlight of the campaign is the introduction of a unique acrylic mirror insert in print media, designed to drive consumer engagement while reinforcing the message of Vitamin D awareness. In addition, Tata Tea Gold VitaCare has launched an AR "Face Test" filter that consumers can use to assess their vitamin D levels virtually. These interactive features are intended to educate the public about the importance of Vitamin D in an engaging, tech-forward way.
Commenting on the Campaign, Puneet Das, President – Packaged Beverages, India & South Asia at Tata Consumer Products, said, "With Tata Tea Gold VitaCare, we offer consumers a convenient, delicious way to incorporate essential vitamins into their daily routines. This campaign underscores our commitment to providing accessible wellness options through innovative, everyday beverages."
He continued, "Our aim is to make wellness both convenient and enjoyable. Through this campaign, we want to highlight the importance of Vitamin D and ensure that people have access to simple, effective ways to meet their nutritional needs."
Raising Awareness Through Innovation
Tata Tea Gold VitaCare's approach is part of a broader effort to address India’s widespread health concerns around vitamin deficiencies, particularly in the context of changing lifestyles. The brand’s integration of print and digital technology in a health-awareness campaign is a step towards bridging the gap between consumer education and wellness solutions.
The campaign will run across major cities in India and is expected to reach a large audience through both traditional and digital channels. By leveraging cutting-edge technology, Tata Tea Gold VitaCare aims to spark a broader conversation around vitamin deficiencies and encourage consumers to adopt healthier, more informed habits.
