In a bold leap into the future of storytelling, Tata Consumer Products has launched an innovative AI-powered campaign for Tata Gluco+, introducing the emotionally charged and uplifting proposition: “Piyo Goodness. Karo Greatness.” More than just a tagline, this campaign embodies a mindset a new way of looking at energy not as something to burn out, but as something to build up the world around us.
This landmark initiative, one of the first AI-generated films for an Indian brand, is a proud moment for the Indian advertising and tech industries. Conceptualized by VML and brought to life by the digital wizards at RAIDS, the campaign seamlessly blends emotion, technology, and purpose. It’s not just a commercial it’s a visual experience that speaks directly to India’s youth, urging them to turn personal energy into collective greatness.
The narrative is simple yet powerful: a group of friends, rejuvenated by Tata Gluco+, spontaneously decide to clean up a stadium after a game. What begins as a personal act of responsibility turns into a movement a ripple effect of positive change, fueled by the brand’s core belief that energy with intent can spark transformation.
As Partha Biswas, President & Head RTD Business at Tata Consumer Products, puts it, “Tata Gluco+ has always been about providing instant energy, but with our new positioning, we’re adding a deeper, more meaningful layer one that’s especially relevant to today’s youth.” This reimagining not only repositions the brand but also elevates the conversation around what energy truly means.
Dr. Sandeep Goyal, Chief Evangelist at RAIDS, adds, “We are immensely proud to partner with TATA on this revolutionary project that showcases the technological prowess of India in Gen AI.” His words reflect a shared pride this campaign isn’t just a creative milestone, it’s a testament to India’s evolving digital landscape.
What makes this campaign truly resonate is not just the use of AI or the aesthetic brilliance, but the seamless alignment with the TATA ethos a legacy of empathy, impact, and inspiration. It’s marketing that doesn’t just sell, but uplifts. In an age of noise, Tata Gluco+ has chosen to speak with purpose and the message lands with resounding clarity.
This is not just the future of advertising this is the future of brand storytelling.
