For Independence Day 2023, Tata Tea Premium’s #DeshKaGarv initiative sees the brand that bills itself as ‘Desh Ki Chai’ celebrate the handlooms of India. Last year, the brand had celebrated key moments of pride from independent India’s 75 years.
A limited-edition pack collection inspired by the handlooms of India is now available on Okhai.org.
Promoting the launch is a campaign celebrating ‘Desh Ke Dhaage’ including a TVC conceptualised by Mullen Lintas, and content on www.IndiaKiChai.com.
Tata Tea’s flagship brand Tata Tea Premium will contribute a percentage of what consumers spend on this collection for the welfare of the artisan community, informed an official statement.
Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said, “As we embark on this remarkable journey on the eve of Independence Day with the ‘Desh Ka Garv’ initiative, Tata Tea Premium celebrates the collective pride of our nation’s talented craftsmen, paying homage to their dedication, craftsmanship and their irreplaceable contribution to our 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 says, “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 artforms 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 on to their weaves. The way the film portrays these unique stories and inspiration behind each of these fabrics, through a mix of eye-catching animation and playful sing-song narration, makes for a delightful watch, while landing the communication in an effective manner.”
Tree Design was entrusted with designing the packs.
Arnab Chatterjee, Co-founder, Tree Design, said, “While Tata Tea Premium celebrates the spirit of India every year with its Desh Ka Garv initiative, the brief this year was to make the thought even grander by tying it with an element that is unique to India’s heritage. Thus, this year, we decided to dive into India’s rich and vibrant handloom weaving culture. Dating back hundreds of years, the amazing thing is the variety available across the country and the talent which continues to practice handloom weaving and keeping the artform alive and thriving. In collaboration with the Tata Tea Premium team, we carefully selected and partnered with eleven weavers across the country, resulting in a stunning limited edition pack collection, representative of the handloom culture of India across the North, East, West and Southern states of India.”
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