Tata Tea Agni Leaf, a well-known tea brand, has unveiled a unique Chhath Festive Campaign that celebrates the cultural heritage of Bihar and Jharkhand. The campaign showcases exclusive festive packs inspired by the renowned Madhubani art, a cherished artistic tradition in Bihar. Alongside, a special music video titled “Aava Mil Ke Chhath Manayi” has been launched to add an extra dimension to the Chhath festivities.
The four-pack collection artfully captures the essence of each day of the Chhath festival through various styles of Madhubani Art. The first pack, designed in the Godhna Style, portrays the ‘Nahaay Khaay’ rituals on the first day. The second pack, in the Kachni style, illustrates the ‘Kharna’ rituals with monochrome shades representing the preparation of traditional prasad. The third pack, dedicated to ‘Sandhya Arghya,’ showcases the festive spirit at the ghats with the Kohbar style. The final pack, curated in the Bharni style, depicts the concluding day of the festival, ‘Usha Arghya,’ where devotees offer prayers and Arghya to the rising sun.
Apart from the special festive packs, Tata Tea Agni Leaf introduces the music video ‘Aava Mil Ke Chhath Manayi.’ This song beautifully encapsulates the essence of Chhath, depicting families and generations uniting to celebrate the festival’s rituals with joy and reverence. The video serves as a vibrant celebration of cultural heritage, incorporating meaningful symbols such as ‘kharna ki kheer,’ ‘thekua,’ ‘daura,’ and ‘arghya.’
Puneet Das, President, Packaged Beverages, Tata Consumer Products stated, “Tata Tea Agni has launched a special Chhath four-pack collection to pay homage to the rich cultural heritage. The campaign proudly celebrates the spirit of togetherness and festivities over a cup of tea.”
Azazul Haque, Chief Creative Officer, Media Monks, emphasized, “Choosing Chhath, the biggest festival for the region, was about connecting with the people as one of them. The four-pack idea resonates with the four-day festival, providing a connection for those celebrating. The festive music video conveys the message of togetherness and offers a new song to the Chhath celebrants.”
