Tata Tea Premium, the flagship tea brand from Tata Consumer Products, is once again embracing the spirit of Independence Day with its latest campaign, #DeshKaGarv – Pradesh Ki Kala. This campaign beautifully encapsulates moments of pride from India’s post-independence journey, immortalizing them through exquisite regional art forms.
Tata Tea Premium: Honoring India’s Iconic Milestones
The #DeshKaGarv – Pradesh Ki Kala campaign is a tribute to India’s diverse cultural heritage and significant post-independence achievements. From the Green Revolution in Punjab, which made the country self-sufficient in food grains, to Delhi’s 1982 Asian Games that introduced the era of Color TV, the campaign highlights the key events that have shaped modern India.
The #DeshKaGarv Collection: A Fusion of Art and Pride
To bring these milestones to life, Tata Tea Premium has launched a limited-edition #DeshKaGarv collection. Each set in this collection is meticulously crafted, depicting India’s historic moments through unique regional art styles. The collection is created in collaboration with The Plated Project, an organization dedicated to solving the hunger crisis through art.
For instance, Odisha’s Hirakud Dam, which was the world’s largest earthen dam at the time of its inauguration in 1957, is depicted in the traditional Pattachitra Art Form. Similarly, Madhya Pradesh’s Sanchi Stupa, a UNESCO world heritage site, is beautifully illustrated through the state’s famous Gond Art Style. Each piece in this collection serves as a visual celebration of India’s rich history and diverse cultural landscape.
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An Independence Day Campaign with a Cause
Beyond its artistic appeal, the #DeshKaGarv collection has a meaningful purpose. Tata Tea Premium has pledged that 100% of the proceeds from this collection will be used to sponsor meals for underprivileged children. This initiative is in partnership with The Plated Project, ensuring that each purchase not only honors India’s history but also contributes to a brighter future for the country’s children.
Leadership Perspectives
Puneet Das, President of Packaged Beverages (India and South Asia) at Tata Consumer Products, expressed his enthusiasm for the campaign, saying, “True to being ‘Desh Ki Chai,’ Tata Tea Premium has always catered to diverse taste preferences and has been celebrating India’s rich culture and pride. This Independence Day, we are thrilled to launch the #DeshKaGarv – Pradesh Ki Kala collection, beautifully captured through regional art forms that evoke collective pride. This campaign not only provides consumers an opportunity to own a piece of history but also to see smiles on the faces of kids as 100% of proceeds from this exquisite collection will be used to sponsor meals for the underprivileged, in collaboration with The Plated Project.”
Chitresh Sinha, representing The Plated Project, echoed this sentiment, stating, “The Plated Project and Tata Tea Premium share a common ethos of creating impact and not just profits, so for us this is a great partnership. We worked with a set of extremely talented artists to ensure that we can create a collection that inspires pride and sparks conversations with every serve. We couldn’t have found a better way of celebrating our Independence Day!”
Conclusion
Tata Tea Premium’s #DeshKaGarv – Pradesh Ki Kala campaign is more than just a celebration of India’s history; it’s a testament to the brand’s commitment to social impact and cultural preservation. As Independence Day approaches, this collection offers consumers a unique opportunity to honor the nation’s past while contributing to a better future.
