Tata Tea Premium has been celebrating India and its elements of pride reflective in its art, culture, and heritage for Independence Day through its #DeshKaGarv initiative. This Independence Day Tata Tea Premium plans to take the nation on a colorful joy-ride of pride and glory with its Desh Ke Dhaage campaign, celebrating India’s rich legacy of Handlooms.
Tata Tea Premium – Desh Ki Chai pays homage to India’s diverse handlooms on Independence Day with a limited-edition pack collection. The collection showcases the artistry of Indian craftsmen and their timeless creations, from Banarasi Silk in Uttar Pradesh to Kanjeevaram in Tamil Nadu. The brand film, created by Mullen Lintas, showcasing India’s vibrant handloom legacy and tying the country together into a sentiment of national pride. The heartfelt message at the end encourages everyone to honor the threads that weave our nation’s glory.
A specially curated collection made by weavers from across the country is available on OKHAI for purchase, and Tata Tea Premium will contribute a percentage of the purchase price to the welfare of the artisan community.Commenting on the campaign, Hari Krishnan, CEO of Mullen Lintas says, “It was exciting to work on something so unique. The way the film portrays these unique stories and inspiration behind each of these fabrics, through a mix of eye-catching animation and playful sing-song narration, makes for a delightful watch, while landing the communication in an effective manner.”
