On the special occasion of the Indian Festival of Colors – Holi, TATA Tea made its debut in the metaverse. The brand hosted a Holi Party on 18th and 19th March on a portal to offer its clients and customers a distinctive experience by leveraging the power of immersive digital storytelling and personalization. According to Tata Consumer Products’ press release, consumers could get into their favorite avatars and celebrate the splash of colors with various Holi games on the portal upon entering the platform. In addition, music sensation, composer, lyricist duo Sachet-Parampara were also part of the celebration and gave an exceptional festive performance.

Music composer-lyricist duo and real-life husband and wife, Sachet Tandon from Uttar Pradesh and Prampara Tandon from Delhi, brought alive the magic of Lathmaar Holi and Rangwali Holi from their respective hometowns. The company organized this special celebration of Holi as part of its pure community commitment to showcasing local pride and creating unique consumer experiences.

The President of Packaged Beverages (India and South Asia), Tata Consumer Products, Puneet Das, said about the initiative, “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 storytelling 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.”


Celebrating Holi in the Metaverse


The metaverse Holi organized by TATA Tea was in collaboration with YUG Metaverse, a virtual metaverse platform where individual creators, end-users, and small businesses can create and monetize content, applications, or immersive 3D experiences that are impossible in the 2D Web. The users could join the event through a link. Some of the portal’s significant attractions other than virtual avatars, fun games, and the musical concert were virtual DJs, rain dance, shops and stalls, fireworks, and NFT pichkaris.


Celebrating Holi in the Metaverse TATA Tea


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 a manner that has never 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.”

In addition, Wavemaker India also contributed to making this happen. 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 storytelling. The TCPL Holi celebration in the Metaverse is a good example of that.”