As India entered its 75th year of freedom, Dentsu Impact, the creative agency from the house of dentsu India, rolled out the second edition of the Tata Tea Premium Independence Day campaign, #DeshKaKulhad.
The first edition of the initiative was launched last year on Independence Day to support the artisans of the Indian pottery industry. This year, the initiative has been scaled up with a follow-up campaign in an attempt to lend further support to the Indian Artisan community. The campaign brings alive the core proposition of diversity in India through different art forms of the #DeshKaKulhad collection. It includes a variety of 26 designs, each representing different regions of India.
The integrated campaign includes a film, a print ad, a digital presence through a website (www.Indiakichai.com), a virtual AR experience, and multiple other digital assets. The film has already gained immense popularity amongst people, garnering more than 4 million views to date across all digital platforms. Directed by Pooraj Kapoor, the music video has been produced by Galloping Horse Productions. While the music has been created by Ripul Sharma & George Joseph, the song has been sung by Rituraj Mohanty & Sriparna Chatterjee.
Link to the film:
Speaking on the campaign, Anupama Ramaswamy, Managing Partner & NCD, Dentsu Impact said, “Nothing evokes a feeling of pride like Desh ki mitti. Aur issi mitti se bana Desh ka Kulhad, jisme kabhi na kabhi piya hai humne kulhad wali chai. Tata Tea Premium – Desh Ki Chai has stood for regional pride and this time we took forward last year’s idea by using the kulhads as a canvas to showcase India’s amazing diversity through various regional art forms. The film is an ode to the cultural diversity of this nation and a humble appeal to come forward and support the artisan community.”
Binodan Sarma, Vice President, Dentsu Impact added, “This campaign is very close to our heart as it not only is for a good cause but also brings alive the best from every member of the team involved. Tata Tea Premium is a key client with whom we enjoy a similar vision to push the boundaries and deliver communication that not only touches hearts but lives in real. #DeshKaKulhad is a fine example of this partnership, and we will urge that more and more people watch, engage, and support the noble cause.”
Client: Tata Tea Premium (Tata Consumer Products)
Agency: Dentsu Impact
Managing partner: Ajit Devraj
Managing Partner & NCD: Anupama Ramaswamy
Vice President (Digital): Binodan Sarma
Account management: Nevin Joseph, Arun Duvva
Account planning: Saloni Sisodia
Creative team: Ankur Garg, Debanjan Basak, Dakshira Singh, KU Chandra Kumar
Production house: Galloping Horse Productions
Director: Pooraj Kapoor
Music Directors: Ripul Sharma and George Joseph
Singers: Rituraj Mohanty and Sriparna Chatterjee
VO: Vijay Raaz
AR Partner: Alive Now