Still Image From the TATA Gluco+ Ad

Tata Consumer Products has just dropped something pretty cool for its ready-to-drink brand Tata Gluco+. The new campaign titled “Piyo Goodness. Karo Greatness” isn’t just a new tagline—it’s a bold step into the future of advertising, powered by Artificial Intelligence (AI).

This campaign isn’t just about energy drinks anymore. It’s about doing good and spreading positivity. Tata Gluco+ has always promised instant energy, but now they’ve added a meaningful twist. With this campaign, the brand is encouraging young people to use that energy to make a difference—basically turning goodness into greatness.

What makes this launch extra special is how it was made. The entire film was created using AI. Yes, you read that right. It’s one of the first AI-generated films made by an Indian agency for an Indian brand. The idea was brought to life by creative agency VML and executed by the tech-savvy team at digital studio RAIDS.

Speaking on the campaign, Partha Biswas, President & Head of RTD Business at Tata Consumer Products, shared, “Tata Gluco+ has always been about quick energy. But with the new message—'Piyo Goodness, Karo Greatness'—we’re giving it more depth. It’s about showing that when energy meets purpose, it can spark real change around us.”

On the tech front, Dr. Sandeep Goyal, Chief Evangelist at RAIDS, was thrilled about the project. “This is a proud moment for us. We teamed up with Tata to create something India hasn’t really seen before in brand storytelling,” he said. “Each frame, environment, and motion sequence in the video was AI-generated. We used a mix of advanced tools for creating scenes, refining visuals, and designing transitions. Some of the trickiest shots—like flying-camera views or those crisp product visuals—were made using our custom AI systems that are actually based on OpenAI’s models.”

That’s a lot of tech-talk, but what it means is that this campaign isn’t just visually amazing—it also sets a new bar for how ads can be made.

But at the core, the campaign is still about people. It’s designed to inspire today’s youth to turn their energy into something good, whether it’s a small act of kindness or a larger cause. The message is simple: don’t just feel energized, do something meaningful with that energy.

Tata Gluco+ is already unique in the RTD category. It’s caffeine-free, has “better-for-you” features, and now, with this AI-powered campaign, it’s stepping into a space where health, tech, and purpose all meet.

In a world where so many ads look and feel the same, this one actually feels different—not just because it looks good, but because it means something.