MUMBAI: Tata Tea Agni, a Bihar tea brand is celebrating this year’s Chhath Puja by bringing to light “Sikki Grass Craft” – an ancient and intricate art form that is deeply rooted in Bihar’s cultural history through their latest brand campaign. By weaving together tradition and art, the campaign seeks to evoke regional pride and emotion, fostering a deeper connection with the cultural essence of Bihar.
As part of campaign to give consumers a chance to experience Bihar’s rich cultural tapestry, Tata Tea Agni Leaf, organised the ‘Sikki Kala Mahotsav’ at City Centre Mall on 4, 5 November 2024 to celebrate the start of Chhath Puja festivities.
The key highlight of the event was the unveiling of a life sized installation made of Sikki grass, a stunning tribute to Bihar’s traditional craft form. This installation, hand crafted by the artisans of Bihar, featured the limited edition Chhath Puja festive packs. The four-pack series looks to capture the essence of Chhath Puja through symbolic elements, each representing one of the four days of the festival: Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya. Each element was depicted through figurines crafted from Sikki grass, offering consumers a way to celebrate with the tea brand. In addition to the installation, the event featured live demonstrations by local artisans, providing visitors a chance to witness firsthand the process behind this heritage craft form.
Puneet Das, president – Packaged Beverages, India and South Asia, Tata Consumer Products, who unveiled the festive packs and installation, said, “Tata Tea Agni Leaf has been proud to be part of Chhath Puja celebrations over the years and is something we look forward to every year. It provides us an opportunity to support and promote regional pride and heritage and this year we are delighted to showcase Bihar’s remarkable Sikki grass art form on this occasion to our consumers who have made Tata Tea Agni such a popular brand in Bihar.”
