This Independence Day, Tata Tea Premium, fondly known as ‘Desh Ki Chai,’ has launched a vibrant new campaign, #DeshKaGarv – Pradesh Ki Kala, that pays tribute to India’s post-independence achievements while celebrating the rich tapestry of regional cultures.
The campaign, a renewal of their ongoing #DeshKaGarv initiative, highlights iconic moments in India’s history, beautifully captured through the lens of regional art forms.
The #DeshKaGarv – Pradesh Ki Kala collection is a limited-edition series that immortalizes some of India’s most significant post-independence milestones. Each piece in the collection is a work of art, inspired by the distinct cultural heritage of different states. For instance, Punjab’s Green Revolution, which transformed India into a self-sufficient nation in terms of food production, is one of the many proud moments celebrated in this series. Another iconic event highlighted is Delhi’s hosting of the 1982 Asian Games, a moment that placed India on the global sports map.
Each item in the collection is more than just a piece of memorabilia; it’s a celebration of the diverse and vibrant cultures that make up the Indian subcontinent. The art forms chosen to represent these milestones are as varied as the regions they come from. For example, Odisha’s monumental Hirakud Dam is depicted using the traditional Pattachitra art style, known for its intricate details and mythological themes. Similarly, Madhya Pradesh’s ancient Sanchi Stupa is brought to life through the Gond art style, which is characterized by its vivid patterns and deep symbolism.
Beyond celebrating India’s rich history and cultural diversity, Tata Tea Premium’s campaign also carries a powerful social message. In collaboration with The Plated Project, Tata Tea Premium has pledged to donate 100% of the proceeds from the #DeshKaGarv collection to sponsor meals for underprivileged children. This initiative not only allows consumers to own a piece of India’s heritage but also contributes to a cause that will bring smiles to the faces of those in need.
Puneet Das, President – Packaged Beverages (India and South Asia) at Tata Consumer Products, emphasized the importance of this campaign in both celebrating India’s culture and giving back to society. “True to being ‘Desh Ki Chai,’ Tata Tea Premium has always celebrated 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 make a meaningful impact as 100% of the proceeds will be used to sponsor meals for underprivileged children.”
The collaboration with The Plated Project is central to the campaign’s success. Known for its innovative initiatives that blend art with social causes, The Plated Project has worked with a team of talented artists to create a collection that sparks pride and conversation with every serve.
Chitresh Sinha, Co-founder of The Plated Project, expressed his enthusiasm for the partnership with Tata Tea Premium, stating, “The Plated Project and Tata Tea Premium share a common ethos of creating impact and not just profits. This partnership has allowed us to work with talented artists to create a collection that resonates with pride and sparks meaningful conversations. We couldn’t have found a better way to celebrate our Independence Day!”
Tata Tea Premium’s #DeshKaGarv – Pradesh Ki Kala campaign is more than just a celebration of India’s independence; it’s a tribute to the country’s regional diversity and the collective pride that binds the nation together. As consumers engage with this campaign, they are not only honoring India’s rich cultural heritage but also contributing to a cause that makes a real difference in the lives of underprivileged children. Through this initiative, Tata Tea Premium continues to live up to its reputation as ‘Desh Ki Chai,’ a brand that celebrates the essence of India while making a positive impact on society.
