The 15th edition of the Indian Digital Marketing Awards (IDMA) took place on July 19, recognizing remarkable and impactful contributions to the digital media landscape. The event celebrated brands and agencies for their innovation and creativity in crafting insightful campaigns.
At this prestigious event, Tata Consumer Products Limited won a gold medal for its campaign titled ‘Tata Tea Gold – Durga Pujo Campaign – #BanglarNokshaPujo’ under the ‘Best Use of User Generated Content’ sub-category. The campaign was executed by Media.Monks.
Durga Pujo is a time when West Bengal bursts into vibrant colors, with women adorning themselves in an array of exquisite traditional handloom and textile sarees. This festive celebration of handloom heritage inspired Tata Tea Gold’s festive series packaging. The brand introduced 10 special packs, each inspired by five Bengali handloom styles: Kantha, Jamdani, Baluchari, Batik, and Garad, depicting the key rituals associated with each day of Pujo. This cultural tribute was encapsulated in the term ‘Banglar Noksha Pujo,’ meaning Bengal’s Celebration of Patterns.
The campaign’s marketing and communication strategy was led by a digital video film that told a heartwarming story of cultural heritage, nostalgia, and the love for sarees being passed down from mother to daughter. The brand collaborated with popular Bengali influencers to ignite conversations around the film and people’s passion for handloom sarees. The social media plan featured reels with elaborate illustrations, diving deep into the features and origins of each handloom style while skillfully incorporating Pujo elements. To engage audiences, the brand invited women of all ages to share their Pujo OOTD (outfit of the day) on Instagram, with contest winners receiving the Tata Tea Gold festive series kit.
IDMA recognized outstanding work in the digital media space, celebrating brands and agencies for their exemplary innovation and creativity in crafting insightful and impressive campaigns. This year, the IDMA jury was chaired by Suresh Narayanan, Chairman & Managing Director of Nestlé India. The awards honored winners across eight prime categories: Web, Mobile and Tablets, Social Media, Search and PPC campaigns, Small Medium Business, Start-Ups, Hall of Fame Awards, and Special Awards.