Embrace the spirit of Chhath Puja with Tata Tea Agni Leaf’s special festive packs and a musical video. The four-pack collection beautifully portrays the customs and emotions of each day’s traditions, showcasing the essence of the festival through distinct styles of Madhubani Art, a cherished artform from Bihar.
What is Tata Tea Agni Leaf’s Chhath Puja Campaign?
Tata Tea Agni Leaf’s Chhath Puja Campaign is a vibrant celebration that goes beyond the ordinary. Introducing special festive packs adorned with intricate Madhubani Art, the four-pack collection eloquently captures the unique customs and emotions associated with each day of the festival. From ‘Nahaay Khaay’ depicted in Godhna Style to ‘Kharna’ presented in monochrome Kachni Style, the packaging beautifully illustrates the rich traditions of Chhath Puja.
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In a creative nod to Bihar’s cherished art form, each pack unfolds a visual narrative, portraying ‘Sandhya Arghya’ in Kohbar Style and ‘Usha Arghya’ in Bharni Style. These artistic representations offer a glimpse into the sacred moments of devotees offering prayers and Arghya to the setting and rising sun, making the entire festival experience more immersive.
To complement the visual celebration, Tata Tea Agni Leaf has unveiled a captivating music video titled ‘Aava Mil Ke Chhath Manayi.’ This specially crafted song becomes the heart and soul of the festivities, resonating with families across generations as they joyfully participate in Chhath rituals. The melodious composition intertwines with powerful symbols like ‘kharna ki kheer,’ ‘thekua,’ ‘daura,’ and ‘arghya,’ creating an emotional connection that truly celebrates the cultural heritage of Chhath. The campaign, both visually and musically, captures the spirit of togetherness and reverence that defines Chhath Puja, making it a memorable and immersive experience for all.
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What do experts have to say about this campaign?
Puneet Das, president, packaged beverages, Tata Consumer Products, said, “ Chhath occupies a special place in the hearts of people in Bihar and Jharkhand. We launched a special Chhath four-pack collection paying homage to the rich cultural heritage by diving deep into the world-renowned Madhubani art form and showcasing each day of the festival in a different style of Madhubani. The music video is created specially to capture the heart of the festivities- of families coming together and continuing to celebrate their inherited legacy with love and joy.”
Azazul Haque, chief creative officer, Media Monks, said, ‘’ Chhath is a Festival of four days and showcasing it on four packs is an idea that will connect with every person who celebrates this festival. For video, the idea is to give people a new song as Chhath songs are a huge hit amongst the people who celebrate it.’’
Conclusion
Tata Tea Agni Leaf’s Chhath Puja Campaign unfolds as a vibrant tapestry, seamlessly weaving together tradition, art, and melody. The specially crafted festive packs, adorned with intricate Madhubani Art, eloquently portray the essence of each day in the Chhath Puja celebration, offering a visual feast that pays homage to Bihar’s cultural heritage. Complementing this visual delight is the enchanting musical video, ‘Aava Mil Ke Chhath Manayi,’ which resonates with the joy and reverence of families participating in Chhath rituals. Together, the packaging and the musical composition create a multi-sensory experience, capturing the spirit of togetherness and cultural pride. Tata Tea Agni Leaf’s campaign not only celebrates Chhath Puja but also invites us to immerse ourselves in the rich traditions, fostering a connection that goes beyond the surface, making every sip and every note a celebration of Chhath’s timeless legacy.
