Tata Tea Premium, a leading brand among Tata Tea’s extensive retail offerings, has consistently celebrated India’s diverse cultural heritage, embracing art, culture, and legacy through its #DeshKaGarv initiative. As we mark another Independence Day, Tata Tea Premium embarks on a spirited and pride-filled journey with its Desh Ke Dhaage campaign, paying homage to the nation’s deep-rooted heritage of Handlooms. Building on last year’s commemoration of significant milestones in India’s 75-year post-Independence journey, this campaign aims to exalt the intricate artistry and profound legacy of Handlooms in our country.
India’s rich and multifaceted artistic heritage finds eloquent expression in a plethora of arts, crafts, and musical traditions. Among these, the artistry of intricate handlooms stands out as a particularly vivid embodiment of this diverse legacy. Over time, they have woven themselves intricately into the very fabric of India’s cultural identity, becoming an indispensable facet of the nation’s heritage. As we approach Independence Day, Tata Tea Premium – Desh Ki Chai takes this opportunity to pay homage to this multifarious and distinct art form. To celebrate the occasion, Tata Tea Premium introduces an exclusive limited-edition packaging collection inspired by India’s diverse handloom tradition. Through this initiative, they honor the timeless craftsmanship that has shaped the country’s cultural landscape for generations.
Every packaging design serves as a stunning canvas, vividly capturing the exceptional craftsmanship of Indian artisans and their timeless creations. Each design pays tribute to a specific handloom tradition, showcasing the splendor of Banarasi Silk from Uttar Pradesh, the meticulous Kanjeevaram from Tamil Nadu, the revered Muga Silk of Assam, and the intricate Paithani of Maharashtra. Through these handlooms, a rich tapestry of cultural dignity unfolds, narrating stories of artistry and heritage that have endured through the ages.
Mullen Lintas has artfully crafted a heartwarming TV commercial that interlaces the narratives of these captivating packaging designs, exalting India’s vibrant handloom heritage. Enriched by the melodious voice of the celebrated singer Usha Uthup, an avid enthusiast of Indian Handlooms, the film spreads warmth and joy as it journeys across the nation, showcasing the diverse range of India’s handloom tradition and uniting the country in a beautiful sentiment of national pride. Each frame emanates affection and reverence, paying homage to the skillful weavers who have painstakingly woven our cultural tapestry. From the opulent Banarasi Silk of Uttar Pradesh to the soulful Phulkari of Punjab, the film weaves a story that not only communicates but also commemorates each of these handlooms from across India. The heartfelt conclusion of the film resonates, urging every heart to honor the threads that intricately knit our nation’s magnificence.
As part of this remarkable campaign, a thoughtfully curated collection handcrafted by artisans from all corners of the nation is now accessible for purchase on OKHAI. Consumers have the unique opportunity to acquire these exquisite weaves at www.OKHAI.org. Moreover, Tata Tea Premium takes a pledge to contribute a portion of the proceeds from this collection towards the welfare of the artisan community, reaffirming their unwavering commitment to preserving India’s precious artistic heritage.
Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said, “As we embark on this remarkable journey on the eve of Independence Day with the ‘Desh Ka Garv’ initiative, Tata Tea Premium celebrates the collective pride of our nation’s talented craftsmen, paying homage to their dedication, craftsmanship and their irreplaceable contribution to our cultural heritage. Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation’s pride. Each sip of Tata Tea Premium brings not just the taste of excellence but also the essence of ‘Desh ki Chai’, a cup that knits all of us together in a tapestry of love, unity, and pride.”
Arnab Chatterjee, Co-Founder of Tree Design said, “While Tata Tea Premium celebrates the spirit of India every year with its Desh Ka Garv initiative, the brief this year was to make the thought even grander by tying it with an element that is unique to India’s heritage. Thus, this year, we decided to dive into India’s rich and vibrant handloom weaving culture. Dating back hundreds of years, the amazing thing is the variety available across the country and the talent which continues to practice handloom weaving and keeping the artform alive and thriving. In collaboration with the Tata Tea Premium team, we carefully selected and partnered with eleven weavers across the country, resulting in a stunning limited edition pack collection, representative of the handloom culture of India across the North, East, West and Southern states of India.”
Hari Krishnan, CEO of Mullen Lintas said, “It was exciting to work on something so unique. You rarely see a brand redoing their packaging as a tribute to an art form. The brief was simple, to celebrate India’s one of the most unique artforms of handlooms, through handloom-inspired limited-edition packs on Independence Day. The idea was right there, if you look at it, these threads are what form the fabric of the nation, they portray unique stories from across India through motifs embroidered on to their weaves. The way the film portrays these unique stories and inspiration behind each of these fabrics, through a mix of eye-catching animation and playful sing-song narration, makes for a delightful watch, while landing the communication in an effective manner.”
