By Our Staff
On this Independence Day, Tata Tea premium pays homage to India’s handloom legacy this with its ‘desh ke dhaage’ campaign. Tata Tea Premium has collaborated with Okhai, an online clothing and accessories store, for the purpose.
The story of the offerings have been knitted together in a TVC conceptualised by Mullen Lintas that celebrates India’s vibrant handloom legacy.
Commenting on the initiative, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said: “As we embark on this remarkable journey on the eve of Independence Day with the ‘Desh Ka Garv’ initiative, Tata Tea Premium celebrates the collective pride of our nation’s talented craftsmen, paying homage to their dedication, craftsmanship and their irreplaceable contribution to our cultural heritage. 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. Each sip of Tata Tea Premium brings not just the taste of excellence but also the essence of ‘Desh ki Chai’, a cup that knits all of us together in a tapestry of love, unity, and pride.”
Commenting on the campaign, Hari Krishnan, CEO of Mullen Lintas added: “It was exciting to work on something so unique. You rarely see a brand redoing their packaging as a tribute to an art form. The brief was simple, to celebrate India’s one of the most unique artforms of handlooms, through handloom-inspired limited-edition packs on Independence Day. The idea was right there, if you look at it, these threads are what form the fabric of the nation, they portray unique stories from across India through motifs embroidered on to their weaves. 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.”