New Delhi: Tata Tea Premium, the flagship tea brand from Tata Consumer Products, has launched the 2025 edition of its acclaimed ‘Desh Ka Garv’ campaign, marking yet another Independence Day by spotlighting India’s vibrant cultural heritage. This year’s initiative, ‘Desh Ka Garv – Pradesh Ki Kala’, celebrates iconic regional art forms through a limited-edition collection of hand-painted artisanal kettles, created in collaboration with Kaushalam—an organisation dedicated to preserving Indian folk art.
Over the years, Tata Tea Premium has blended everyday tea rituals with traditional artistry—whether through kulhads, tea cups, or now, kettles—turning these objects into cultural artefacts. The 2025 collection draws inspiration from celebrated art styles such as Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari, and Pattachitra, each depicting motifs of regional pride—from the dhols of Punjab to the ghats of Uttar Pradesh. These hand-painted kettles are available exclusively on www.IndiakiChai.com, with 100% of proceeds going towards training and empowering women through Indian Army Skill Development Centers.
Adding a contemporary twist, the campaign features a visually striking AI-crafted brand film, narrated by renowned singer Piyush Mishra, which reimagines these art forms for a new generation while retaining their cultural essence.
“At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India’s rich diversity is its greatest strength,” said Puneet Das, President – Packaged Beverages (India & South Asia), Tata Consumer Products. “With ‘Desh Ka Garv – Pradesh Ki Kala’, we are not just celebrating art—but preserving India’s rich tapestry, turning every Tea Kettle into a story of pride which consumers can now own. Over the years, this initiative has been our way of celebrating the rich culture of India, not just on Independence Day, but every day, by harnessing the power of art and technology, that transcends time, place and generations through visually evocative storytelling. This year’s rendition harnesses the power of AI to bring Indian art forms to life, in a celebration worthy of Independence Day.”
Arnab Chatterjee, Design Head, Tree Design, added, “In our country, there are artists still keeping alive age old traditions of storytelling through hand painting, which we have harnessed to showcase India’s diverse art forms and brought them alive on Tea Kettles as a fitting tribute to India’s tea drinking tradition.”
Azazul Haque, Group Chief Creative Officer, Creativeland Asia, said, “This film is a first of its kind branded content that uses only AI and VFX to create hyperlocal content that proudly celebrates culture and art forms of India. Creating iconic regional motifs like dance forms of Kathak, Odissi, in a never seen before, visually stunning format, using AI was really challenging as not many have tried it before, and we hope consumers enjoy our ode to India.”
Mrinalika Jain Bhardwaj, Founder of Kaushalam, added, “This collaboration is about giving folk art a new language. At Kaushalam, we believe that tradition is not just preserved in museums but thrives in everyday life. These kettles are not just functional objects—these are canvases to tell stories. We are proud to be associated with one of India’s iconic brands, Tata Tea Premium.”
