Picture this: you’re stranded in the middle of a desert with no petrol, and you’re miles away from civilization. Suddenly, a group of teenagers appear out of nowhere and come to your rescue. How did they manage to navigate through the hot and dry desert sand to save you? It’s all thanks to Tata Gluco+, an energy drink that provides a refreshing energy shot in a differentiated cup format with four delicious flavors. The brand has recently launched its first national campaign, and it embodies its purpose of making challenges fun.
Tata Gluco+ has always been known for its fun and quirky storytelling style, and its new campaign is no exception. Conceptualized by Wunderman Thompson, the campaign highlights the brand’s promise of providing instant energy to make even the toughest tasks look easy and enjoyable.
The campaign features a group of travelers who are stuck in the middle of the desert with no petrol. They seek help from a group of youngsters who are enjoying sand surfing on a hot, sunny day. The teenagers energize themselves with Tata Gluco+ energy drink, which gives them the instant energy to dig their way through the sand and retrieve petrol for the stranded travelers.
The film is light-hearted and humorous, connecting with Gen Z while gamifying the brand experience through the Energy On Game On narrative.
The new Tata Gluco+ campaign will be supported by a 360-degree surround plan that will cover TV, digital, OOH, and cinema. The brand has used gaming technology with a Scan, Play and Win feature on the pack. Consumers can scan the QR code on the Tata Gluco+ cups and get a chance to play engaging games on their phone and get rewarded.
Commenting on the new campaign, Vikram Grover, MD, NourishCo Beverages Ltd said, “Tata Gluco+ has always been about a lovely energy shot when on a hot sunny day even small things can look challenging. This campaign is about bringing out the same promise in a humorous manner and gamifies the brand. We hope consumers love the TVC and the extended gaming experience that we have also rolled out on all our packs as an extension of the campaign.”
Senthil Kumar, CCO of Wunderman Thompson added, “Tata Gluco + has created a unique brand language and celebrated quirky Indian humour while being rooted in Indianisms in all our films over the years. This new film with a refreshed tonality takes the brand language to the next level.”
This innovative approach to gamifying the consumer journey during the campaign will help the brand meaningfully engage with consumers. Gaming has a high skew among Gen Z, and this unique way of incorporating it into the campaign is a smart move.
Tata Gluco+ is known for its refreshing and energizing drinks, and the brand’s new campaign reinforces its commitment to making challenges fun. The brand’s promise to provide instant energy in a differentiated cup format with four delicious flavors is what sets it apart from other energy drinks in the market.
The campaign’s use of humor and gamification is a smart way to connect with Gen Z, who are always on the lookout for fun and engaging experiences. Overall, Tata Gluco+ has hit the nail on the head with its new campaign, and it is sure to resonate with its target audience.