On this Independence Day, Tata Tea Premium launched a special “Desh Ka Kulhad” collection that promotes the work of our Indian Artisans. It’s a series of limited edition hand painted Kulhad showcases the rich cultural heritage & diversity of various Indian states.
Pictures of these beautiful Kulhads are below, while you might have seen them on Social media all over the weekend.
This is an effort to support the Indian Artisan community by promoting this collection and urging people to buy these exquisite Kulhads.
In an exclusive interaction with Medianews4u, Puneet Das, Vice President Marketing – Beverages India at Tata Consumer Products shared what went behind creating this campaign for the Desh Ke Karigars. And more…
“Tata Tea Premium’s expertise has been to cater to local taste preferences in various geographies across India. This has made Tata Tea Premium one of the leading Tea brands across India, and Deshki Chai in the truest sense of the term.” Explained Das on how Tata Tea Premium is certainly the Desh Ki Chai!
On the objective of this campaign, Das said, “We had launched a multi-state, ‘hyper-local’ campaign for the brand Tata Tea Premium last year that evoked regional pride through its state customized packaging which captures symbols of pride of each state and its communication rooted in state-specific insights.”
On the Objective of promoting this #deshkakulhad collection, Das said, “Urging people to buy these exquisite kulhads is to accelerate generation of livelihood for the Indian craftspeople who have been severely impacted during these times. Tata Tea Premium will also contribute an additional amount for every product sold from this collection to support the larger cause of the Artisan Community.”
The campaign evokes a beautiful mix of local and national pride and emotion. On what made the brand go regional for the campaign and tap into the regional flavor of the country Das said, “India’s various art forms are great representation of the rich heritage & cultural diversity of our nation. Tata Tea Premium- Desh Ki Chai has always evoked regional pride through its state customized packaging that captures symbols of pride of each state and communication rooted in regional insights. Hence, we thought Kulhads are a unique canvas for taking the proposition forward of showcasing regional diversity by our skilled Indian craftspeople.”
On the partnership with Rare Planet, Das said, “We have associated with Rare Planet, a start-up focused on uplifting artisans that connects more than 2000 artisan families across India.We are happy to partner with them for our ‘#DeshKaKulhad’ initiative which will help us get the art to reach a larger audience and will also help the artisans earn their livelihood. We are hopeful that this collaboration will accelerate income generation for an industry so intrinsically connected to India.”
On honouring the Desh Ke Karigars, Das said, “The Handicrafts sector is one of the key sources of employment for the Indian Artisan Community. They have been impacted severely during these unprecedented times. What better day to give due recognition to our Desh ke Karigars who are skilled and truly represent our vibrant heritage and culture with their art form.”
Speaking about the Media Mix, Das said, “It is an integrated campaign with print advertorials, digital, social media followed by influencers. The website indiakichai.com will showcase the #Deshkakulhad collection and the consumers can visit this site to know more about the collection and buy the product for themselves.”
On the success of the campaign Das said, “The connect with our people through these regional pride Kulhads lived upto or rather exceeded our expectations. We have received an overwhelming response from across India, where the consumers supported us not only with the purchases but also with sincere appreciation of this Initiative. We even received orders and messages from consumers in other countries asking for this #Deshkakulhad collection. Really happy and proud that lots of people joined us in support of this cause.”