The first-ever brand campaign of Tata Cha had to focus on #EverydayWarmth that’s shared in simple food moments.
So I identified cinemagraphs to be the perfect device - to show the fun and masti that goes on and on, just like the steam in the chai and the swirl in the shikanji go on and on.
After the success of the previous kajal film, we retained the message of 'expressive eyes'. And we created a peppier, younger campaign for the new retractable kajal.
We suggested microsite for UGC, IG stories, myth-busters, kajal looks too.
Tata Cha is all about sharing warmth over food and conversations. But the pandemic forced most people to stay away from outside food.
After a few reassuring safety ads, we created a digital campaign that encouraged people to share the same warmth at home, over moments that they were missing out on, due to their busy schedules.
During the pandemic, we were all living in a new reality. With the increased safety measures and the lockdown, there was an impact on our hands that were suddenly doing way more than they were used to. We felt that the hands that do so much deserve a little extra love and care.
We suggested a digital campaign with a film, posts and UGC ideas.
Santoor wanted to focus on making their communication more youthful. So, we made a series of digital films, one of which was this. A Santoor Mom doing the XBox Dance and the famous 'mummy moment'.