Tata Tea AI-Powered Lohri
Tata Tea Premium : AI-Powered Personalized Tappes with Shehnaaz Gill
Role: Technical Project Manager
Tech Stack: Resemble (Speech-to-Speech AI), WhatsApp API, Python, React, Python
Awards: 5 Metals at Indian Marketing Awards 2023
AI
Speech-to-Speech
Overview
This was a first-of-its-kind AI-powered ,hyperlocal, hyper-personalized campaign created for Tata Tea Premium. Launched during Lohri 2023 featuring popular Indian celebrity Shehnaaz Gill, it has over 12 Million+ video views across sites.
The goal: create a deeply personalized, culturally rooted digital experience that would spark joy and emotional connection across India’s northern belt.
A Perfect Blend of Elegance and Functionality
Users could visit a microsite, enter a name and whatsapp verified phone number, and receive a custom tappé — a traditional Punjabi lyrical rhyme — “sung” in Shehnaaz’s voice and delivered directly to their WhatsApp. Powered by AI voice cloning technology (Resemble) and a women-led content pipeline, the campaign became a marketing and technological success.
The campaign went viral, earning 5 metals at the Indian Marketing Awards 2023 and widespread media coverage for its cultural creativity and use of deep tech.
Check here:
My Contribution
As a Technical Project Manager, I led both AI integration and end-to-end delivery, collaborating with brand and engineering teams to bring the campaign to life:
AI & Voice Tech Integration - Hyper-personalization & localization
Integrated Resemble's speech-to-speech AI to generate personalized tappés in Shehnaaz Gill’s voice, based on user input.
Worked with a team to record and curate high-quality training data—interviews, songs, phonetic samples—all approved by Shehnaaz and her team.
Defined technical architecture for securely processing name inputs and mapping them to AI-generated audio responses in real time.
Stakeholder Collaboration
Worked with Tata Tea’s marketing heads to align the campaign with brand values and cultural authenticity.
Worked with a cross-functional team engineers, QA, UI/UX and AI specialists to ensure smooth functionality and regional language accuracy (Hindi/Punjabi).
Technical Execution:
Developed a microsite where users input names/relationships. The backend merged pre-recorded Tappes with AI-generated vocal snippets.
Integrated WhatsApp for instant delivery of personalized audio messages directly to users.
Women-Led Production:
Managed a team of women to record user-submitted names. These recordings were converted into Shehnaaz’s voice using AI.
Added gamification and awards to motivate the team for best outcomes.
Impact & Recognition
The campaign went viral, earning 5 metals at the Indian Marketing Awards 2023 and widespread media coverage for its cultural creativity and use of deep tech.
11.7M+ video views and 12.6M+ campaign reach.
50000+ personalized tappés generated and delivered during the campaign window.
Winner of 5 awards at the Indian Marketing Awards 2023 for innovation, tech creativity, and execution.
98% Positive on sentiment analysis.
Brand Impact:
+17% volume growth in a month (14% above average)
+1 lakh new households added
+800–1200 bps lift across awareness, brand score, consideration
+80 bps increase in market share value
Celebrated as a women-led tech initiative, empowering diverse teams behind the scenes.
Received national media attention across platforms like Economic Times, Storyboard18, Exchange4Media, Analytics India Mag, and multiple other publications.
Takeaway
“A brilliant intersection of AI, tradition, and personalization—this campaign didn’t just deliver messages; it delivered emotion."
This campaign stands at the intersection of AI, culture, and digital personalization—a showcase of how emerging tech can bring emotional relevance and brand magic to the masses. As a Technical Project Manager, I translated vision into execution, built reliable AI-backed systems, and helped deliver one of Tata Tea’s most talked-about digital activations.
More Works
FAQ
01
What kinds of projects have you managed?
02
What industries have you worked in?
03
What technical skills do you bring to the table?
04
What project management methodologies are you most familiar with?
05
Do you have experience managing remote or distributed teams?
06
How do you handle project risks and escalations?
07
What is your leadership style?
08
Are you open to freelance consulting / side projects ?
Tata Tea AI-Powered Lohri
Tata Tea Premium : AI-Powered Personalized Tappes with Shehnaaz Gill
Role: Technical Project Manager
Tech Stack: Resemble (Speech-to-Speech AI), WhatsApp API, Python, React, Python
Awards: 5 Metals at Indian Marketing Awards 2023
AI
Speech-to-Speech
Overview
This was a first-of-its-kind AI-powered ,hyperlocal, hyper-personalized campaign created for Tata Tea Premium. Launched during Lohri 2023 featuring popular Indian celebrity Shehnaaz Gill, it has over 12 Million+ video views across sites.
The goal: create a deeply personalized, culturally rooted digital experience that would spark joy and emotional connection across India’s northern belt.
A Perfect Blend of Elegance and Functionality
Users could visit a microsite, enter a name and whatsapp verified phone number, and receive a custom tappé — a traditional Punjabi lyrical rhyme — “sung” in Shehnaaz’s voice and delivered directly to their WhatsApp. Powered by AI voice cloning technology (Resemble) and a women-led content pipeline, the campaign became a marketing and technological success.
The campaign went viral, earning 5 metals at the Indian Marketing Awards 2023 and widespread media coverage for its cultural creativity and use of deep tech.
Check here:
My Contribution
As a Technical Project Manager, I led both AI integration and end-to-end delivery, collaborating with brand and engineering teams to bring the campaign to life:
AI & Voice Tech Integration - Hyper-personalization & localization
Integrated Resemble's speech-to-speech AI to generate personalized tappés in Shehnaaz Gill’s voice, based on user input.
Worked with a team to record and curate high-quality training data—interviews, songs, phonetic samples—all approved by Shehnaaz and her team.
Defined technical architecture for securely processing name inputs and mapping them to AI-generated audio responses in real time.
Stakeholder Collaboration
Worked with Tata Tea’s marketing heads to align the campaign with brand values and cultural authenticity.
Worked with a cross-functional team engineers, QA, UI/UX and AI specialists to ensure smooth functionality and regional language accuracy (Hindi/Punjabi).
Technical Execution:
Developed a microsite where users input names/relationships. The backend merged pre-recorded Tappes with AI-generated vocal snippets.
Integrated WhatsApp for instant delivery of personalized audio messages directly to users.
Women-Led Production:
Managed a team of women to record user-submitted names. These recordings were converted into Shehnaaz’s voice using AI.
Added gamification and awards to motivate the team for best outcomes.
Impact & Recognition
The campaign went viral, earning 5 metals at the Indian Marketing Awards 2023 and widespread media coverage for its cultural creativity and use of deep tech.
11.7M+ video views and 12.6M+ campaign reach.
50000+ personalized tappés generated and delivered during the campaign window.
Winner of 5 awards at the Indian Marketing Awards 2023 for innovation, tech creativity, and execution.
98% Positive on sentiment analysis.
Brand Impact:
+17% volume growth in a month (14% above average)
+1 lakh new households added
+800–1200 bps lift across awareness, brand score, consideration
+80 bps increase in market share value
Celebrated as a women-led tech initiative, empowering diverse teams behind the scenes.
Received national media attention across platforms like Economic Times, Storyboard18, Exchange4Media, Analytics India Mag, and multiple other publications.
Takeaway
“A brilliant intersection of AI, tradition, and personalization—this campaign didn’t just deliver messages; it delivered emotion."
This campaign stands at the intersection of AI, culture, and digital personalization—a showcase of how emerging tech can bring emotional relevance and brand magic to the masses. As a Technical Project Manager, I translated vision into execution, built reliable AI-backed systems, and helped deliver one of Tata Tea’s most talked-about digital activations.
More Works
FAQ
01
What kinds of projects have you managed?
02
What industries have you worked in?
03
What technical skills do you bring to the table?
04
What project management methodologies are you most familiar with?
05
Do you have experience managing remote or distributed teams?
06
How do you handle project risks and escalations?
07
What is your leadership style?
08
Are you open to freelance consulting / side projects ?
Tata Tea AI-Powered Lohri
Tata Tea Premium : AI-Powered Personalized Tappes with Shehnaaz Gill
Role: Technical Project Manager
Tech Stack: Resemble (Speech-to-Speech AI), WhatsApp API, Python, React, Python
Awards: 5 Metals at Indian Marketing Awards 2023
AI
Speech-to-Speech
Overview
This was a first-of-its-kind AI-powered ,hyperlocal, hyper-personalized campaign created for Tata Tea Premium. Launched during Lohri 2023 featuring popular Indian celebrity Shehnaaz Gill, it has over 12 Million+ video views across sites.
The goal: create a deeply personalized, culturally rooted digital experience that would spark joy and emotional connection across India’s northern belt.
A Perfect Blend of Elegance and Functionality
Users could visit a microsite, enter a name and whatsapp verified phone number, and receive a custom tappé — a traditional Punjabi lyrical rhyme — “sung” in Shehnaaz’s voice and delivered directly to their WhatsApp. Powered by AI voice cloning technology (Resemble) and a women-led content pipeline, the campaign became a marketing and technological success.
The campaign went viral, earning 5 metals at the Indian Marketing Awards 2023 and widespread media coverage for its cultural creativity and use of deep tech.
Check here:
My Contribution
As a Technical Project Manager, I led both AI integration and end-to-end delivery, collaborating with brand and engineering teams to bring the campaign to life:
AI & Voice Tech Integration - Hyper-personalization & localization
Integrated Resemble's speech-to-speech AI to generate personalized tappés in Shehnaaz Gill’s voice, based on user input.
Worked with a team to record and curate high-quality training data—interviews, songs, phonetic samples—all approved by Shehnaaz and her team.
Defined technical architecture for securely processing name inputs and mapping them to AI-generated audio responses in real time.
Stakeholder Collaboration
Worked with Tata Tea’s marketing heads to align the campaign with brand values and cultural authenticity.
Worked with a cross-functional team engineers, QA, UI/UX and AI specialists to ensure smooth functionality and regional language accuracy (Hindi/Punjabi).
Technical Execution:
Developed a microsite where users input names/relationships. The backend merged pre-recorded Tappes with AI-generated vocal snippets.
Integrated WhatsApp for instant delivery of personalized audio messages directly to users.
Women-Led Production:
Managed a team of women to record user-submitted names. These recordings were converted into Shehnaaz’s voice using AI.
Added gamification and awards to motivate the team for best outcomes.
Impact & Recognition
The campaign went viral, earning 5 metals at the Indian Marketing Awards 2023 and widespread media coverage for its cultural creativity and use of deep tech.
11.7M+ video views and 12.6M+ campaign reach.
50000+ personalized tappés generated and delivered during the campaign window.
Winner of 5 awards at the Indian Marketing Awards 2023 for innovation, tech creativity, and execution.
98% Positive on sentiment analysis.
Brand Impact:
+17% volume growth in a month (14% above average)
+1 lakh new households added
+800–1200 bps lift across awareness, brand score, consideration
+80 bps increase in market share value
Celebrated as a women-led tech initiative, empowering diverse teams behind the scenes.
Received national media attention across platforms like Economic Times, Storyboard18, Exchange4Media, Analytics India Mag, and multiple other publications.
Takeaway
“A brilliant intersection of AI, tradition, and personalization—this campaign didn’t just deliver messages; it delivered emotion."
This campaign stands at the intersection of AI, culture, and digital personalization—a showcase of how emerging tech can bring emotional relevance and brand magic to the masses. As a Technical Project Manager, I translated vision into execution, built reliable AI-backed systems, and helped deliver one of Tata Tea’s most talked-about digital activations.
More Works
FAQ
What kinds of projects have you managed?
What industries have you worked in?
What technical skills do you bring to the table?
What project management methodologies are you most familiar with?
Do you have experience managing remote or distributed teams?
How do you handle project risks and escalations?
What is your leadership style?
Are you open to freelance consulting / side projects ?