Tata Tea Lal Ghoda, one of the tea brands in Rajasthan, celebrates the festival of Teej with a unique packaging and engagement campaign for Rajasthani consumers.
Lal Ghoda is a homegrown brand of Rajasthan, which was acquired by Tata Tea in 2019. In 2022, the brand refreshed its packaging and communication to celebrate the richness and strength of Rajasthani relationships, which are often nurtured over a warm cup of tea. This unique element of Rajasthani culture is also brought out with Lal Ghoda tea’s special signature blend for Rajasthan and its tagline – ‘Swaad Rajasthani Rishton ka.’
Continuing to build on their proposition of celebrating richness in Rajasthani relationships, Tata Tea Lal Ghoda has rolled out a campaign for the festival of Teej.
Teej is a widely celebrated across the state marked by vibrant processions and melas. Teej is a special occasion for the women of the region to come together and celebrate the day with excitement and fervour.
Embracing the essence of this cherished festival, the brand aims to create an immersive experience for its consumers by launching a first-of-its-kind Teej-inspired festive pack. The pack beautifully depicts the symbols of the festival, inspired by Phad Art. Phad art is an indigenous scroll painting style of Rajasthan that showcases the folk narratives of Rajasthan. This festive pack showcases the richness and uniqueness of Teej celebrations – women adorned in Shringar, the integral teej motifs of the Mehendi, jhulas, kalash.
The festive pack also carries a QR code, which upon scanning enables consumers to share personalized Phad art themed Teej greeting cards with their loved ones.
Puneet Das, President, Packaged Beverages, India & South Asia at Tata Consumer Products, expressed his excitement about the campaign, “Tata Tea Lal Ghoda is a brand from Rajasthan and has always been committed to celebrating Rajasthani relationships and fostering a sense of togetherness. As a brand from Rajasthan, we take pride in the state, its beautiful culture, and its strong heritage. We are excited to launch this new campaign and celebrate Teej with our consumers in Rajasthan. This campaign brings alive Teej’s festivities and celebrates the cultural pride of the region – The Phad art form. This combination of a Phad-inspired pack and the unique personalization of Teej greetings truly makes this campaign unique. We believe this initiative will resonate deeply with our consumers and further strengthen the bond with them bringing alive the true essence of ‘Swaad Rajasthani rishton ka’.
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(This information is published from a press release.)
