National: TATA Tea Premium-Desh Ki Chai renews #DeshkaGarv-Pradesh Ki Kala this Independence Day, celebrating India’s post-independence milestones like Punjab’s Green Revolution and Delhi’s 1982 Asian Games. A limited-edition #DeshKaGarv collection, inspired by regional art, immortalizes these proud moments, reflecting national and regional pride through diverse state cultures.
The #DeshKaGarv collection, created with The Plated Project, showcases India’s iconic post-Independence moments through regional art forms. For example, Odisha’s Hirakud Dam is depicted in Pattachitra Art, and Madhya Pradesh’s Sanchi Stupa in Gond Art Style.
100% of the proceeds from the collection will be used to sponsor meals for underprivileged children.
Commenting on the campaign, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said, “True to being ‘Desh Ki Chai’, Tata Tea Premium has always catered to diverse taste preferences and has been celebrating India’s rich culture and pride. This Independence Day we are thrilled to launch the #DeshKaGarv – Pradesh Ki Kala collection, beautifully captured through regional art forms that evoke collective pride. This campaign not only provides consumers an opportunity to own a piece of history but also see smiles on faces of kids as 100% of proceeds from this exquisite collection will be used to sponsor meals for the underprivileged, in collaboration with The Plated Project.”
Commenting on the collaboration, Chitresh Sinha, The Plated Project said “The Plated Project and Tata Tea Premium share a common ethos of creating impact and not just profits, so for us this is a great partnership. We worked with a set of extremely talented artists to ensure that we can create a collection that creates pride and conversations with every serve. We couldn’t have found a better way of celebrating our Independence Day!”
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