Tata Consumer Products unveils AI campaign for Tata Gluco+

Tata Consumer Products Limited has announced the launch of its new proposition for Tata Gluco+, “Piyo Goodness. Karo Greatness”. While the brand talks about bringing about a positive change, it has also pushed the boundaries by using groundbreaking Artificial Intelligence (AI) technology for production.

Conceptualized by VML and executed by digital studio RAIDs, this pioneering initiative marks a significant milestone as one of the first AI films developed for an Indian brand, by an Indian agency.

Commenting on the innovative approach, Partha Biswas, President & Head – RTD Business, Tata Consumer Products Limited, said, “Tata Gluco+ has always been about providing instant energy, but with our new positioning “Piyo Goodness Karo Greatness”, we are giving it a new more meaningful twist, to make it more relevant for today's youth. This production (powered by AI) has allowed us to craft a visually stunning narrative that perfectly captures our essence—demonstrating that when energy is channelled with purpose and compassion, it creates ripple effects of positive change that benefit entire communities.”

Dr. Sandeep Goyal, Chief Evangelist, RAIDS, expressed pride in the collaboration and said, “We are immensely proud to partner with TATA on this revolutionary project that showcases the technological prowess of India in Gen AI. Every visual frame, environment, and motion sequence was born through artificial intelligence, allowing us to reimagine what's possible in film production. We leveraged a suite of cutting-edge AI tools. Each tool was selected for its strengths—scene creation, motion generation, texture refinement, or cinematic transitions. What makes this project even more exciting is that many of the most complex shots-such as fluid transitions, aerial-like tracking shots, and high-speed product visuals – were developed using our own custom-built AI pipelines, based on OpenAI's foundational models.”

The campaign aims to raise social awareness and inspire consumers to transform energy into acts of meaningful change. Tata Gluco+ stands out in the RTD (Ready-To-Drink) segment with its caffeine-free “Better for You” attributes and bold messaging rooted in social responsibility.