Tata Tea Premium, the flagship brand from Tata Tea’s diverse portfolio, is celebrating India’s rich heritage of handlooms for Independence Day. The campaign, #DeshKaGarv, aims to take the nation on a colorful joy-ride of pride and glory, highlighting India’s rich handlooms. The diverse artistic heritage of India is captured in the handlooms of India, which have woven themselves into the cultural fabric of the country.
Tata Tea Premium – Desh Ki Chai pays homage to this unique artform through a limited-edition pack collection inspired by India’s handlooms. Each pack serves as a resplendent canvas, showcasing the artistry of Indian craftsmen and their timeless creations.The story of these packs have been knitted together in a heartwarming TVC conceptualized by Mullen Lintas celebrating India’s vibrant handloom legacy.
Sung by singer Usha Uthup, the film showcases India’s diverse handlooms, showcasing the craftsmanship of skilled weavers. The heartfelt message calls on everyone to honor the threads that weave our nation’s glory. A specially curated collection made by weavers is available on OKHAI for purchase, with Tata Tea Premium contributing a percentage of the purchase to the artisan community.Commenting on the initiative, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said, “Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation’s pride.”
