In a vibrant celebration of Durga Pujo, Tata Tea Gold, the largest selling tea brand in West Bengal, is bringing the artistry of Kumartuli to life. The brand has launched limited edition festive packs that showcase the craftsmanship of this iconic Bengali neighborhood, renowned for its sculptors who create the idols for the festival.
The five-pack series, themed “Kumartuli Art is the Heart of Bengal,” represents the essence of Durga Pujo through five symbolic elements corresponding to the festival’s five days: Dhaki, Shankho Dhwani, Ashtami Pujarin, Dhunuchi dance, and Sindoor Khela. Each pack features intricately sculpted figurines, enhanced by a QR code that activates an augmented reality experience, allowing consumers to project these cultural elements into their homes.
In Durgapur, the festive spirit is palpable as local markets embrace this initiative. With the introduction of Kumaratuli-themed packs, shopkeepers are witnessing increased footfall, as families seek to bring the essence of Pujo into their celebrations. The campaign also includes animated outdoor hoardings in Kolkata, marking a first for brands in the city. Puneet Das, President of Packaged Beverages at Tata Consumer Products, expressed pride in celebrating the region’s heritage, stating, “Durga Pujo is the biggest festival in West Bengal, and we are humbled to present the unparalleled artistry of Kumartuli through our festive campaign.”
