Tata Tea celebrates Holi in Metaverse

Makes debut in the metaverse world in line with brand’s focus to deliver distinctive customer experiences.

In continuation of its hyper-local approach for unique customer experiences, Tata Tea Premium today makes its debut in the metaverse world by hosting a first-of-its-kind Holi party on the platform.

Upon entering the platform, consumers can don their favourite avatars and enjoy the splash of colors with various engaging Holi games. To dial-up the excitement the party also comes with a special festive performance by music sensation, composer and lyricist duo Sachet-Parampara.

Music composer-lyricist duo and real-life husband and wife, Sachet Tandon from Uttar Pradesh and Parampara Tandon from Delhi will bring alive the magic of Uttar Pradesh’s Lathmaar Holi and Delhi’s Rangwali Holi. Consumers can join the Holi Party through this link:  https://events.yugverse.com/tataholi . This Holi Party will be hosted in Metaverse on the 18th March and 19th March.

Commenting on the initiative Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said “Offering novel and disruptive experiences to our customers will continue to remain a key priority for us.  Tata Tea Premium as a brand has always aimed to engage with our customers through unique campaigns. Tata Tea Premium has launched special festive packs capturing the excitement of Holi for some of its markets like Delhi and Uttar Pradesh. We are also extremely excited to launch Tata Tea Premium’s Holi Party in Metaverse, which is an effort to leverage the growing power of digital story-telling and personalization, as a means, to connect with our customers. This campaign will enable people to celebrate Holi and the festive elements associated with it like the regional songs, delicacies, stories in a new medium.”

Utkarsh Shukla, Founder & CEO of YUG Metaverse said, "We at YUG Metaverse believe in celebrating and showcasing the Pride of India. Holi is one of the biggest festivals in India, so we are doing World's First Holi on Metaverse so that people can come and play Holi with their family and friends, in the manner which has never ever been experienced before. India is a large country where different places have different traditions and we are happy to partner with Tata Tea Premium which has roots in the culture of India, to bring the regional and hyperlocal nuances of the Holi celebrations to the world.”

Vishal Jacob, Chief Digital Officer, Wavemaker – GroupM said-“At Wavemaker we have set up a team to help brands navigate through the Metaverse as it provides for a far more engaging way for brands to connect with consumers. Brands will now need to redefine the rules of engagement. For instance, engaging with Avatars rather than people and story making rather than story telling. The TCPL Holi celebration in the Metaverse is a good example of that."