Tata Copper+, a non-carbonated, water-based beverage, has made its debut on TV and digital platforms. Drawing inspiration from the age-old Indian tradition of drinking water stored in copper vessels, the product offers a modern and hassle-free take on this wellness practice. It’s positioned as a value-added drink in the hydration category.
Ad Film Narrative
The advertisement unfolds on a train journey. A Tata Copper+ bottle sits on a berth table, flanked by two passengers—a senior gentleman and a younger man. As the elder places his homemade meal and a traditional copper water bottle on the table, the younger passenger mirrors the gesture with his Tata Copper+ bottle.
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A moment of mutual recognition follows. The elder notices the copper-inspired design of the Tata Copper+ bottle. The younger man smiles and says “Same pinch,” to which the older gentleman affectionately replies, “Same to same, beta,” underscoring the bridge between age-old tradition and contemporary convenience.
Brand Message
Commenting on the campaign, Partha Biswas, President & Head – RTD Business at Tata Consumer Products, said:
“At Tata, we’ve always focused on building products that embody trust and resonate with the evolving preferences of Indian consumers. Tata Copper+ captures the age-old wellness benefits of copper and delivers them in a modern, on-the-go format. This campaign celebrates shared traditions between generations, reinforcing how ancient wisdom continues to stay relevant in today’s fast-paced world.”
Conclusion
Tata Copper+ successfully bridges the gap between tradition and modernity with a product that honors ancient wellness practices while catering to contemporary lifestyles. Through its heartfelt ad set in a relatable everyday moment, the brand not only showcases the functional benefits of copper-enriched water but also evokes a sense of shared cultural values across generations. This campaign reinforces Tata Consumer Products’ commitment to innovation rooted in trust, making wellness more accessible and relevant for today’s consumers.
