D2C is booming in India, and even big FMCG companies are swiping ideas from them to stay fresh and grow. Tata Consumer Products Limited (TCPL) is a great example. They’re shaking up outdoor advertising with cool, culture-focused campaigns that mix tech, stories, and real-world experiences all over India.
D2C brands in India are all about making real consumer , not just pushing for sales. TCPL’s outdoor ads show that putting the brand story first is key for growth. Instead of just being seen, TCPL is turning busy spaces into places people can interact with and remember—which is something you’re seeing more and more in Indian D2C .
Take Tata Tea Premium’s ‘Desh Ke Dhaage’ campaign at DLF CyberHub, Gurugram. They had this huge 3D thing that looked awesome, celebrating India’s weaving history with cool visuals and old-school designs. It wasn’t just eye-catching; it made people feel proud of their culture, proving that strong brand stories can really grab attention.
During Durga Puja, Tata Tea Gold honored Bengal’s art with amazing 3D ads and festive decorations all over Kolkata. They featured art from five local artists, turning the streets into art galleries. This focus on local culture is like what building stories are doing—putting community first instead of just blasting out generic ads.
Down south, Tata Tea Chakra Gold CARE did a big event at Chennai Central Railway Station. They used lights and a big 3D hand holding a cup to show warmth and care during monsoon season. For Mysuru Dasara, Tata Tea Chakra Gold had a 20-foot drum that people could play, making the lights change. It turned viewers into players.
Even Tata Consumer Products is getting in on the action. At Select CITYWALK, New Delhi, Tata Coffee Gold offered a coffee from bean to cup. They used AI to make custom latte art and even diffused coffee smell. It’s how food and drink brands are using experiences to deepen brand .
To celebrate Kerala Foundation Day, Tata Tea Kanan Devan launched the Kerala Piravi Campaign in a few cities. They had 3D installations that showed the unity and culture of Kerala, turning their brand story into a shared experience. Being real and culturally relevant like this is what gets people to pick one brand over another.
All these campaigns show that Tata Consumer Products is serious about building their brand for the future. While others want sales now, TCPL is putting money into brand equity—which is where the market is going. By rethinking outdoor advertising as a story-telling machine, Tata Consumer Products is showing FMCG brands how to grow, stay relevant, and compete in India’s booming D2C .
