Tata Tea Premium’s #DeshKaGarve initiative for Independence Day 2023 pitches the brand as “Desh Ki Chai”, celebrating India’s traditional handlooms. A limited-edition pack collection, inspired by the handlooms of India, is available.
Puneet Das, President of Packaged Beverages (India and South Asia) Tata Consumer Products, said Tata Tea Premium celebrates the collective pride of India’s talented craftsmen with the “Desh Ka Garv” initiative. It pays homage to their dedication, craftsmanship, and their irreplaceable contribution to the country’s cultural heritage.
“Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation’s pride. Each sip of Tata Tea Premium brings not just the taste of excellence but also the essence of “Desh Ki Chai”, a cup that knits all of us together in a tapestry of love, unity, and pride.”
Hari Krishnan, CEO of Mullen Lintas, shared that it was exciting to work on something so unique. “You rarely see a brand redoing their packaging as a tribute to an art form. The brief was simple, to celebrate India’s one of the most unique art forms of handlooms, through handloom-inspired limited-edition packs on Independence Day. The idea was right there if you look at it, these threads are what form the fabric of the nation, they portray unique stories from across India through motifs embroidered onto their weaves.”
Krishnan highlighted that the TVC portrays these unique stories through a mix of eye-catching animation and playful sing-song narration – making for a delightful watch, landing the communication in an effective manner.
Arnab Chatterjee, co-founder of Tree Design, said the brief for the Desh Ka Garv initiative this year was to make the thought even grander by tying it with an element that is unique to India’s heritage. “We decided to dive into India’s rich and vibrant handloom weaving culture. Dating back hundreds of years, that amazing thing is the variety available across the country and the talent which contributes to practice handloom weaving and keeping the artform alive.”
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