Tata Tea Agni announces a new initiative in rural Uttar Pradesh, building on the momentum of last year’s Josh 2.0 campaign which celebrated the tireless spirit and boundless energy of homemakers. The initiative uses AI to make homemakers the face of their own Josh stories.

The campaign, rooted in the brand’s proposition ‘Josh Jagaye Har Roz’, is a celebration of the inner fire that fuels every homemaker. It highlights women whose dedication supports the dreams of their families. Taking this message to the grassroots, the brand has used technology as a tool of empowerment, making each woman feel seen, valued, and celebrated.

At the heart of this initiative is a WhatsApp-integrated AI tool powered by a Video Intelligence Engine. Consumers in rural Uttar Pradesh send 4–5 photos of the homem

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