Tata Tea Gold Care Launches Smart Ads Tailored to Weather

Tata Tea Gold Care, in collaboration with GroupM, has launched an innovative CTV ad campaign that dynamically adjusts to real-time weather conditions. This cutting-edge campaign leverages geotagged callouts and addressable technology to deliver personalized messaging aligned with local weather patterns, making it especially impactful during the monsoon season. The ads highlight the immunity-boosting benefits of Tata Tea Gold Care’s herbal blend, reinforcing its health-focused appeal during rainy days.

By incorporating real-time weather data, the campaign targets consumers with wellness-oriented messages precisely when the rains begin across key markets. For instance, in Bengaluru, the ads automatically switched to emphasize health benefits whenever it rained, seamlessly blending the brand’s message with changing weather conditions. This innovative approach ensures timely, relevant content, overcoming the challenges posed by sudden weather shifts. GroupM achieved this by collaborating with multiple forecast sources to deliver localized content with maximum effectiveness.

To further enhance engagement, the campaign introduced regional creatives in Kannada and Bengali for Bengaluru and Kolkata audiences during its first phase. As the campaign progressed, the second phase transitioned to Hindi creatives to maintain differentiation and avoid creative fatigue. Both standard and weather-responsive Hindi ads were deployed, resulting in a 22.5% increase in long-term effectiveness compared to regular creatives. Addressable audiences responded 12.5% more positively to the dynamic ads, underscoring how contextually relevant messaging drives stronger brand recall and emotional connection.

Rajiv Rajagopal, head of Advanced TV at GroupM Nexus, highlighted the campaign’s success, stating, “This initiative showcases how technology transforms advertising by delivering personalized, data-driven experiences that resonate with consumers. Leveraging real-time weather data and addressable creative technology, we’ve set a new benchmark for CTV advertising, ensuring the right messages reach the right audience at the right time. This transformational approach not only boosts brand impact but also enables more meaningful consumer interactions, making advertising more engaging and effective.”

Taranjeet Kaur, VP and head of Media Digital Marketing at TCPL, described the campaign as a game-changer, saying, “Using GroupM’s addressable creative technology for Tata Tea Gold Care allowed us to tailor messages to both the audience and real-time weather signals. The results were exceptional, and we’re eager to leverage these techniques in future campaigns.”

By merging advanced targeting with real-time weather insights, Tata Tea Gold Care’s campaign redefines consumer engagement. This innovative strategy not only enhances relevance but also strengthens emotional resonance, positioning the brand as a leader in personalized advertising. The campaign’s success demonstrates how technology and creativity can work together to craft experiences that truly connect with consumers, setting a new standard for impactful advertising in India.