Tata Coffee Gold awakens senses with 3D aroma-anamorphic experience

This International Coffee Day, Tata Coffee Gold, a premium freeze-dried coffee from Tata Consumer Products, invites consumers to experience coffee like never before with its one-of-a-kind 3D interactive aroma-anamorphic installation at Select CITYWALK, Saket, New Delhi. Designed to celebrate the exquisite journey of a coffee bean to cup, the immersive activation blends striking 3D visuals with curated aroma diffusion – creating a multi-sensory spectacle that brings the brand’s philosophy to life: crafted for those whose love for coffee is extraordinary. 

 Consumers are taken on a cinematic journey that traces the transformation of a green coffee bean – carefully roasted to perfection, brewed into a rich decoction, and then freeze-dried into rich premium crystals. This visual narrative unfolds on a grand anamorphic screen, while real-time coffee aroma fills the air; engaging sight, sound, scent, and emotion. 

Adding a personal touch, visitors can enter their name, click a selfie, and watch their customised AI-generated latte art play out in cinematic detail as the screen reveals a personalised coffee canvas, etched with each visitor’s image. A quick QR scan lets them take this digital memory home, just before they receive a steaming cup of Tata Coffee Gold to complete this immersive experience. 

Mr. Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products Limited, said: “We believe coffee is more than just a beverage – it’s an experience that awakens all senses. With this one-of-its-kind aroma-anamorphic installation, we’re bringing alive the extraordinary journey of coffee in a way that’s immersive, personal, and memorable. This International Coffee Day, we’re excited to invite consumers to step inside that journey and celebrate coffee with us like never before.” 

Yuvrraj Agarwaal, Chief Strategy Officer, Laqshya Media Group, added: “We didn’t just build an installation, we crafted a cup of coffee you can see, smell, taste, and star in. This activation for Tata Coffee Gold blends anamorphic illusion, aroma, live sampling, and AI personalisation into a living brand experience. It’s a sensory celebration that consumers will enjoy, share, and remember. Our Inventech team worked hand-in-hand with Laqshya Solutions to bring this innovation alive, setting new benchmarks for experiential marketing in India.” 

Sommnath Sengupta, CEO of Inventech, said, “We’re thrilled to unveil an immersive experience like no other, where art meets technology. Our team’s meticulous execution and visionary conceptualisation have brought this stunning 18-feet high Anamorphic installation to life, redefining the limits of interactive storytelling. It’s first of its kind anamorphic which dispenses coffee and explore all the senses with AI infused coffee art selfie.”