Tata Tea Gold pays a sincere ode to the revered exuberance of Durga Puja and West Bengal’s art and culture
It’s the time when every part of West Bengal is decked up in fun, food and fervour with the festive mood around Durga Puja. Intricately woven into the cultural fabric of West Bengal, the festivities spread cheer across, turning its cities into a beautiful dreamland of joy and togetherness.
Bringing alive the magic and passion of Bengal, Durga Puja is nothing less than a carnival of life celebrating a proud culture, the art, heartfelt warmth, friendship and an unstinted devotion to the Goddess.
Keeping up with the festive spirit, which has not dampened even during the pandemic, Tata Tea Gold, the marquee brand from Tata Consumer Products, aspires to add a rich flavour of celebration with its festive edition pack for West Bengal.
The design language of the pack is a celebration of the festivities associated with this time. It is a fusion, inspired by two very prominent art styles. The bold brush strokes of the Patua style, along with the ancient art of Patachitra, visibly distinguished by its exquisitely fine and delicate lines. Illustrations like the intricate Shola work, the resounding notes of the Conch-shell, the all-pervading aroma of the Dhunuchi and the reverberating beats of the Dhaakis; have been exclusively created to convey the sense of devotion and vibrant fervor which are so unique to Durga Puja. This gives people a chance to bring home and celebrate the festival and Bengal’s art and culture too.
Speaking about the campaign, Puneet Das, Senior Vice President-Marketing, Packaged Beverages, India – Tata Consumer Products, said “Tata Tea Gold aims to celebrate the festive spirit associated during these times by paying homage to the traditional elements associated with the festivities. We have tried doing the same through our new festive edition packaging that pays a sincere ode to the festival and the traditional arts and heritage of the state and region.”
About Tata Tea Gold
Tata Tea Gold is the most premium national offering from Tata Tea’s portfolio and the 4th largest brand in it. Launched with a differentiated product offering, the brand continues to gain relevance in urban Indian households. Over the last few years, it has built a strong equity in the markets of North, East and parts of South India. Made from the choicest Assam CTC teas and 15% long leaves, it is known for its rich taste and irresistible aroma. The brand underwent a restage last year and with the re-launch of Tata Tea Gold Mixture in Maharashtra, Tata Consumer Products Ltd. intends to strengthen its portfolio play across zones and build equity in the fast-growing premium tea segment in India.
