Tata Tea “Desh Ki Jhanki”
Multi-platform Digital Activation | 3D Visual Storytelling | Event Campaign Tech Stack
Role: Technical Project Manager
Tech Stack: 3D modelling (Blender), Augmented Reality, Python, React, AWS S3, Cloudfront
Awards: Featured in Economic Times Brand Equity, Storyboard18, and industry forums for innovation in cultural storytelling.
Overview
Tata Tea Premium launched the #DeshKiJhanki initiative to celebrate India’s 75th Republic Day, blending hyper-local cultural pride with cutting-edge technology
The campaign reimagined the traditional Republic Day parade through 3D virtual tableaus (Jhankis) representing eight Indian states, offering users an immersive 360-degree experience via a dedicated microsite.
A Perfect Blend of Elegance and Functionality
This initiative reinforced Tata Tea’s identity as “Desh Ki Chai” (The Nation’s Tea) by honoring regional diversity and historical milestones.
Our mission was to create visually captivating, technically optimized, and platform-ready 3D assets and ensure they could scale smoothly across web, mobile, and social media channels during peak Republic Day traffic.
Hyper-Local Storytelling: State-Specific Jhankis: Designed 3D virtual tableaus for Delhi, Punjab, Maharashtra, Bihar, Odisha, Haryana, Uttar Pradesh, and West Bengal. Each Jhanki showcased iconic landmarks and achievements
Immersive Technology
3D Virtual Parade: Users explored Jhankis in 360-degree interactive views on the microsite www.IndiaKiChai.com, replicating the Republic Day parade experience from home.
Augmented Reality (AR) Integration: Launched an AR-powered website, actively leading the 3D-modelling team.
Microsite & User Experience
Interactive Features:
Dynamic Navigation: Users could “walk through” Jhankis, with clickable hotspots revealing historical trivia.
Audio-Visual Narration: Voiceovers and animations brought each state’s story to life.
Mobile Optimization: Responsive design ensured seamless access across devices, critical for reaching rural and urban audiences.
Check here:
My Contribution
As a Technical Project Manager, I led the end-to-end delivery, collaborating with brand and engineering teams to bring the campaign to life.
Project Management & Stakeholder Alignment
Defined project scope, timelines, and cross-functional workflows across creative, technical, media, and marketing teams.
Orchestrated daily stand-ups, sprint reviews, and stakeholder demos ensuring creative and technical teams stayed synchronized.
Technical Architecture & Delivery Planning
Spearheaded the design of the asset production and optimization pipeline:
3D modeling guidelines: Ensured lightweight but detailed models for web optimization.
Texture compression strategies: Used WebP and Draco compression for 3D assets.
Augmented Reality (AR) Integration: Launched an AR-powered website, actively leading the 3D-modelling team.
Integrated content delivery with AWS CloudFront CDN to ensure ultra-low latency load times even during surges.
Deployment & Scalability Strategy
Oversaw infrastructure scaling strategy:
Hosted interactive experiences on AWS EC2 with autoscaling groups.
Implemented fallback static experiences in case of mobile bandwidth challenges.
Recommended progressive loading techniques (lazy loading 3D scenes).
Integration & Quality Assurance
Coordinated integration of 3D web viewers (like three.js or Babylon.js based solutions) into Tata Tea’s landing pages.
Led QA rounds for:
Browser/device compatibility (Chrome, Safari, Firefox, Android, iOS)
Load testing at 10,000 concurrent users.
Mobile network resilience testing (especially for Tier 2/3 city access).
Impact & Recognition
The campaign’s innovative visuals—particularly the 3D “jhankis”—captured the audience’s imagination, resulting in increased social media engagement and positive brand sentiment.
Enhanced Brand Engagement: Industry Recognition: The creative approach garnered attention from industry publications and media outlets, further positioning the campaign as a benchmark for blending art with technology in marketing. This not only amplified the campaign’s reach but also set a new standard in cultural advertising.
Efficient Cross-Functional Collaboration: From a project management perspective, the success of “Desh Ki Jhanki” underscored the importance of proactive stakeholder communication, iterative development, and risk mitigation. It served as an exemplary model for managing high-profile, time-sensitive campaigns that integrate complex creative and technical elements.
Takeaway
Creativity needs a strong technical foundation to truly scale.
A brilliant creative idea—like "Desh Ki Jhanki"—can only succeed when technical architecture anticipates real-world constraints: bandwidth limitations, device fragmentation, and unexpected traffic spikes. As TPM, ensuring art and tech spoke the same language was critical to turning vision into a nationwide experience.
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 “Desh Ki Jhanki”
Multi-platform Digital Activation | 3D Visual Storytelling | Event Campaign Tech Stack
Role: Technical Project Manager
Tech Stack: 3D modelling (Blender), Augmented Reality, Python, React, AWS S3, Cloudfront
Awards: Featured in Economic Times Brand Equity, Storyboard18, and industry forums for innovation in cultural storytelling.
Overview
Tata Tea Premium launched the #DeshKiJhanki initiative to celebrate India’s 75th Republic Day, blending hyper-local cultural pride with cutting-edge technology
The campaign reimagined the traditional Republic Day parade through 3D virtual tableaus (Jhankis) representing eight Indian states, offering users an immersive 360-degree experience via a dedicated microsite.
A Perfect Blend of Elegance and Functionality
This initiative reinforced Tata Tea’s identity as “Desh Ki Chai” (The Nation’s Tea) by honoring regional diversity and historical milestones.
Our mission was to create visually captivating, technically optimized, and platform-ready 3D assets and ensure they could scale smoothly across web, mobile, and social media channels during peak Republic Day traffic.
Hyper-Local Storytelling: State-Specific Jhankis: Designed 3D virtual tableaus for Delhi, Punjab, Maharashtra, Bihar, Odisha, Haryana, Uttar Pradesh, and West Bengal. Each Jhanki showcased iconic landmarks and achievements
Immersive Technology
3D Virtual Parade: Users explored Jhankis in 360-degree interactive views on the microsite www.IndiaKiChai.com, replicating the Republic Day parade experience from home.
Augmented Reality (AR) Integration: Launched an AR-powered website, actively leading the 3D-modelling team.
Microsite & User Experience
Interactive Features:
Dynamic Navigation: Users could “walk through” Jhankis, with clickable hotspots revealing historical trivia.
Audio-Visual Narration: Voiceovers and animations brought each state’s story to life.
Mobile Optimization: Responsive design ensured seamless access across devices, critical for reaching rural and urban audiences.
Check here:
My Contribution
As a Technical Project Manager, I led the end-to-end delivery, collaborating with brand and engineering teams to bring the campaign to life.
Project Management & Stakeholder Alignment
Defined project scope, timelines, and cross-functional workflows across creative, technical, media, and marketing teams.
Orchestrated daily stand-ups, sprint reviews, and stakeholder demos ensuring creative and technical teams stayed synchronized.
Technical Architecture & Delivery Planning
Spearheaded the design of the asset production and optimization pipeline:
3D modeling guidelines: Ensured lightweight but detailed models for web optimization.
Texture compression strategies: Used WebP and Draco compression for 3D assets.
Augmented Reality (AR) Integration: Launched an AR-powered website, actively leading the 3D-modelling team.
Integrated content delivery with AWS CloudFront CDN to ensure ultra-low latency load times even during surges.
Deployment & Scalability Strategy
Oversaw infrastructure scaling strategy:
Hosted interactive experiences on AWS EC2 with autoscaling groups.
Implemented fallback static experiences in case of mobile bandwidth challenges.
Recommended progressive loading techniques (lazy loading 3D scenes).
Integration & Quality Assurance
Coordinated integration of 3D web viewers (like three.js or Babylon.js based solutions) into Tata Tea’s landing pages.
Led QA rounds for:
Browser/device compatibility (Chrome, Safari, Firefox, Android, iOS)
Load testing at 10,000 concurrent users.
Mobile network resilience testing (especially for Tier 2/3 city access).
Impact & Recognition
The campaign’s innovative visuals—particularly the 3D “jhankis”—captured the audience’s imagination, resulting in increased social media engagement and positive brand sentiment.
Enhanced Brand Engagement: Industry Recognition: The creative approach garnered attention from industry publications and media outlets, further positioning the campaign as a benchmark for blending art with technology in marketing. This not only amplified the campaign’s reach but also set a new standard in cultural advertising.
Efficient Cross-Functional Collaboration: From a project management perspective, the success of “Desh Ki Jhanki” underscored the importance of proactive stakeholder communication, iterative development, and risk mitigation. It served as an exemplary model for managing high-profile, time-sensitive campaigns that integrate complex creative and technical elements.
Takeaway
Creativity needs a strong technical foundation to truly scale.
A brilliant creative idea—like "Desh Ki Jhanki"—can only succeed when technical architecture anticipates real-world constraints: bandwidth limitations, device fragmentation, and unexpected traffic spikes. As TPM, ensuring art and tech spoke the same language was critical to turning vision into a nationwide experience.
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 “Desh Ki Jhanki”
Multi-platform Digital Activation | 3D Visual Storytelling | Event Campaign Tech Stack
Role: Technical Project Manager
Tech Stack: 3D modelling (Blender), Augmented Reality, Python, React, AWS S3, Cloudfront
Awards: Featured in Economic Times Brand Equity, Storyboard18, and industry forums for innovation in cultural storytelling.
Overview
Tata Tea Premium launched the #DeshKiJhanki initiative to celebrate India’s 75th Republic Day, blending hyper-local cultural pride with cutting-edge technology
The campaign reimagined the traditional Republic Day parade through 3D virtual tableaus (Jhankis) representing eight Indian states, offering users an immersive 360-degree experience via a dedicated microsite.
A Perfect Blend of Elegance and Functionality
This initiative reinforced Tata Tea’s identity as “Desh Ki Chai” (The Nation’s Tea) by honoring regional diversity and historical milestones.
Our mission was to create visually captivating, technically optimized, and platform-ready 3D assets and ensure they could scale smoothly across web, mobile, and social media channels during peak Republic Day traffic.
Hyper-Local Storytelling: State-Specific Jhankis: Designed 3D virtual tableaus for Delhi, Punjab, Maharashtra, Bihar, Odisha, Haryana, Uttar Pradesh, and West Bengal. Each Jhanki showcased iconic landmarks and achievements
Immersive Technology
3D Virtual Parade: Users explored Jhankis in 360-degree interactive views on the microsite www.IndiaKiChai.com, replicating the Republic Day parade experience from home.
Augmented Reality (AR) Integration: Launched an AR-powered website, actively leading the 3D-modelling team.
Microsite & User Experience
Interactive Features:
Dynamic Navigation: Users could “walk through” Jhankis, with clickable hotspots revealing historical trivia.
Audio-Visual Narration: Voiceovers and animations brought each state’s story to life.
Mobile Optimization: Responsive design ensured seamless access across devices, critical for reaching rural and urban audiences.
Check here:
My Contribution
As a Technical Project Manager, I led the end-to-end delivery, collaborating with brand and engineering teams to bring the campaign to life.
Project Management & Stakeholder Alignment
Defined project scope, timelines, and cross-functional workflows across creative, technical, media, and marketing teams.
Orchestrated daily stand-ups, sprint reviews, and stakeholder demos ensuring creative and technical teams stayed synchronized.
Technical Architecture & Delivery Planning
Spearheaded the design of the asset production and optimization pipeline:
3D modeling guidelines: Ensured lightweight but detailed models for web optimization.
Texture compression strategies: Used WebP and Draco compression for 3D assets.
Augmented Reality (AR) Integration: Launched an AR-powered website, actively leading the 3D-modelling team.
Integrated content delivery with AWS CloudFront CDN to ensure ultra-low latency load times even during surges.
Deployment & Scalability Strategy
Oversaw infrastructure scaling strategy:
Hosted interactive experiences on AWS EC2 with autoscaling groups.
Implemented fallback static experiences in case of mobile bandwidth challenges.
Recommended progressive loading techniques (lazy loading 3D scenes).
Integration & Quality Assurance
Coordinated integration of 3D web viewers (like three.js or Babylon.js based solutions) into Tata Tea’s landing pages.
Led QA rounds for:
Browser/device compatibility (Chrome, Safari, Firefox, Android, iOS)
Load testing at 10,000 concurrent users.
Mobile network resilience testing (especially for Tier 2/3 city access).
Impact & Recognition
The campaign’s innovative visuals—particularly the 3D “jhankis”—captured the audience’s imagination, resulting in increased social media engagement and positive brand sentiment.
Enhanced Brand Engagement: Industry Recognition: The creative approach garnered attention from industry publications and media outlets, further positioning the campaign as a benchmark for blending art with technology in marketing. This not only amplified the campaign’s reach but also set a new standard in cultural advertising.
Efficient Cross-Functional Collaboration: From a project management perspective, the success of “Desh Ki Jhanki” underscored the importance of proactive stakeholder communication, iterative development, and risk mitigation. It served as an exemplary model for managing high-profile, time-sensitive campaigns that integrate complex creative and technical elements.
Takeaway
Creativity needs a strong technical foundation to truly scale.
A brilliant creative idea—like "Desh Ki Jhanki"—can only succeed when technical architecture anticipates real-world constraints: bandwidth limitations, device fragmentation, and unexpected traffic spikes. As TPM, ensuring art and tech spoke the same language was critical to turning vision into a nationwide experience.
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 ?