Tata is looking to restore lost connections with beloved tea, salt and spice products from India in a new Canadian campaign.

An integrated 360-degree marketing campaign launched this week to celebrate the arrival of Tata-branded tea, salt and spice products to Canadian store shelves. The “Now in Canada” campaign was created by Balmoral Multicultural Marketing for Tata Consumer Products Canada, and is designed to reach the country’s South Asian population.

Each vignette in Tata’s new campaign shows someone becoming unavailable as they’re drawn away from their daily routine by Tata products like the brand’s tea or Sampann spice blend. Balmoral’s creative direction was chosen to highlight the relationship that will be rekindled for people living in Canada who are familiar with the Tata brand, but haven’t previously found it in Canadian grocery stores.

“It’s like a rendezvous almost where you haven’t had that connection for a long time and now you are able to enjoy the products that you love and trust,” Tata Consumer Products Canada senior marketing manager Jennifer Dickens tells strategy.

Tata has already been active in Canada’s tea market for years, as the parent company of Tetley. But the campaign marks the introduction of the company’s own branded tea, salt and spice products, specifically. The products will be available in Canadian metropolitan areas in grocery chains like Walmart, FreshCo, Chalo!, Food Basics, Metro and Loblaws.

In India, Tata’s various products are typically advertised in silos, but because some of the brand’s most popular products have been curated to launch in Canada, Dickens says a different approach was taken to advertise all of the products together in one campaign.

“It’s kind of a unique situation in an export market where we can advertise these different categories and brands as a family,” Dickens says.

Going live this week, the “Now in Canada” campaign will run throughout March and early April. It includes geo-targeted digital and ethnic media advertising as well as OTT platforms, digital OOH, cinema, TV, print and radio ads, along with experiential and influencer marketing.

Balmoral developed the campaign and is overseeing its media buy.