The Taj Group wanted to appeal to the younger and more modern traveler through a contemporary wine brand for their luxury hotels that embodies the spirit of a new India. Taj is renowned for its heritage and old-world luxury. The challenge of this design was to break through that 'old world' image of the Taj to capture the attention of the modern traveler by showcasing a contemporary and relevant side to the brand.
Could an Indian wine be contemporary and true to its vibrant culture without aping the cues that define global wines? Taj Group developed Svara (musical note in Sanskrit), a red wine with tasting notes as diverse as the sounds of India from car horns to the melodious flute. A static label wouldn’t do justice to the wine. We connected the drinking experience to sounds using blippable labels. It enables the wine drinker to compose and share sounds of India making the moment musical.
Being a young country the youth is impossible to ignore. Svara’s youthful branding succeeds in connecting the Taj (traditionally for mature audiences) with new and younger audiences. It has sparked the idea for Taj to host events collaborating with young contemporary musicians across the country creating more points of relevance to the youth. The Blippar activation hopes to increase the sale of the bottle over the glass.
“The label is truly disruptive.”
Senior VP, Global Marketing, Taj Group says, “The interactive label is a great point of activation for not only the wine but also the hotel. It will give travelers a unique glimpse of India. The activation will help infuse the hotel with a cool quotient drawing a younger India through its doors.”