New Delhi, India – Tata Coffee Gold introduced a large-scale immersive installation at Select CITYWALK, Saket, on International Coffee Day, aiming to showcase the journey of coffee, from bean to cup, through a combination of 3D visuals, aroma diffusion, and interactive elements.
The installation, described as an ‘aroma-anamorphic’ experience, takes visitors through the transformation of a green coffee bean into a brew and then into freeze-dried coffee crystals. The sequence plays out on a large anamorphic screen while coffee aromas are released to accompany the visuals.
Visitors were also able to personalise their experience by submitting their name and selfie, which is then transformed into an AI-generated latte art displayed on the screen. A QR code also allowed participants to save the digital version. The experience concludes by acquiring a cup of Tata Coffee Gold.
Puneet Das, president of Packaged Beverages for India & South Asia, Tata Consumer Products Limited, shared his excitement in inviting consumers to celebrate International Coffee Day.
“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,” said Puneet.
Moreover, Yuvrraj Agarwaal, chief strategy officer, Laqshya Media Group, commented on how their Inventech team worked hand-in-hand with the Laqshya Solutions to bring the immersive and experiential marketing experience in India.
“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,” stated Yuvrraj.
Meanwhile, Sommnath Sengupta, CEO of Inventech, underscored how the campaign pulled off a first-of-its-kind anamorphic experience, “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.”
![[Statement] AirAsia Ph June 4 2026](https://marketech-apac.com/wp-content/uploads/2026/06/Statement-AirAsia-Ph-June-4-2026.jpg)