Tata Tea Agni uses AI storytelling to elevate rural homemakers’ narratives

Tata Tea Agni has launched an AI-powered initiative in rural Uttar Pradesh that builds on its previous Josh 2.0 campaign, which highlighted the determination and daily effort of homemakers. Anchored in the brand proposition ‘Josh Jagaye Har Roz’, the latest activation focuses on recognising the contribution of women whose work underpins household aspirations. The campaign positions technology as a tool for visibility, enabling women to see their lived experiences reflected in personalised content.

The core of the initiative is a WhatsApp-integrated AI system supported by a video intelligence engine. Participants are asked to send four to five photographs of a homemaker whose ‘Josh’ they want acknowledged. The AI processes these images and returns a personalised video in which the homemaker becomes the central character. This feature is currently active in more than 100 villages, converting routine moments into shareable narratives that underline the often-overlooked role of women in rural households.

To amplify participation, the campaign was brought to rural audiences through the Josh Caravan, which travelled across congregation points and community spaces. The activation included mohalla baithaks, interactive Josh booths and live screenings at haats and melas. These gatherings encouraged community engagement and generated moments of public recognition. One participant from Sultanpur said the experience made her feel acknowledged, underscoring the emotional relevance of the initiative.

The outdoor elements of the Josh Caravan also acted as a brand-led visibility programme for Tata Tea Agni, enabling differentiation within a category that tends to be highly commoditised in rural markets. By raising awareness at physical touchpoints and pairing it with personalised AI-generated content, the brand created a multi-layered rural communication model.

The campaign’s broader intent is to form meaningful connections with rural consumers by celebrating stories that reflect their lived realities. It demonstrates how AI can be applied to culturally rooted narratives without losing contextual sensitivity. By making rural homemakers the protagonists of their own stories, Tata Tea Agni seeks to humanise technology and promote scalable storytelling that aligns with regional culture.

This initiative is part of Tata Tea Agni’s Modern Rural Playbook, a long-term strategy centred on hyperlocal content creation, community-level activation and technology-driven engagement. The approach includes regional adaptations, influencer participation where relevant and formats designed to stimulate emotional response. Uttar Pradesh is the first region for the rollout, with potential for expansion based on consumer engagement and cultural resonance.

Supported by strong brand equity and prior campaigns that have focused on emotional insight, Tata Tea Agni continues to explore ways to build distinctiveness within rural markets. The use of AI-led narrative personalisation marks a shift in how FMCG brands can engage rural audiences through relevance, participation and storytelling grounded in everyday life.