Tata Cha, a beloved tea café chain in India, sought to create a nostalgic and interactive campaign to introduce a new range of iconic food items to their menu. Each dish had a story tied to familiar, heartwarming memories from childhood, and the client wanted a unique visual approach that would reflect this emotional connection. The objective was to freeze these sentimental moments while keeping the food in motion to highlight the flavors and bring the stories to life.
Tata Cha’s new food menu featured dishes that sparked a sense of nostalgia among customers, evoking memories of sharing snacks with family and friends. The challenge was to visually translate this feeling of being “frozen in time” while keeping the essence of the food alive. They wanted a campaign that could stir emotional connections and draw attention to the new offerings, all while maintaining an engaging and memorable aesthetic. The goal was to create a dynamic visual experience that resonated with their audience and set the campaign apart from traditional food photography and videos.
The challenge was achieving a perfect balance between freezing the moments to evoke nostalgia while keeping the focus on the food’s freshness and appeal. The team had to ensure that the cinemagraphs felt natural, with subtle yet captivating movement in the dishes, and that the audio narration added depth to the story without overpowering the visuals. Ensuring technical precision in the looping motion and maintaining the harmony between frozen and moving elements was essential.
To encapsulate the concept of “frozen moments,” we decided to use cinemagraphs—a technique that combines still images with minor, repeated motion elements. Each dish was framed to freeze the surrounding moment, but with subtle motion in the food itself, such as a chai cup gently steaming or a spoon dipping into a dish. We paired these visuals with carefully curated audio, where narrators shared fond memories related to the dish, further immersing viewers in the nostalgic experience. The result was a visually striking and interactive campaign that beautifully captured the essence of Tata Cha’s new menu.
In post-production, we added audio narration to complement the cinemagraphs. Each voiceover was designed to evoke personal memories tied to the iconic food items, creating an emotional connection with the audience. The narration, paired with the visual of frozen moments and moving food, deepened the sense of nostalgia. By blending the sound with the cinemagraph’s subtle motion, the campaign came together as an engaging and immersive experience that celebrated Tata Cha’s new menu in a uniquely interactive way.
