Tata Tea celebrates cultural diversity through #DeshKaKulhad campaign, Marketing & Advertising News, AND BrandEquity


Tata Tea celebrates diversity through the #DeshKaKulhad campaign.

The idea of ​​sipping tea will almost always conjure up images of the kulhad (an Indian terracotta item used for drinks, but primarily associated with tea) for most Indians. Tata Tea Premium’s Independence Day campaign this year marries this idea with the diversity of the country.

The one-and-a-half-minute commercial pays homage to the artisans who create the myriad of art forms in the country. Part of the #DeshKaKulhad campaign, the commercial shows the making of the quintessential kulhad, followed by the creation of a specific state art on each piece. In the background, a song can be heard with a distinct folk rhythm, while the lyrics describe the different regions of the country. The song was sung by Rituraj Mohanty.

Watch the commercial here –

The ad was produced by Galloping Horse Productions, run by Pooraj Kapoor with Prithvi Pai as the creative producer.

An extension of the campaign includes the launch of the DeshKaKulhad collection in partnership with Rare Planet – a startup that promotes the work of local Indian artisans. These specials kulhads were handcrafted with region specific art forms such as Madhubani folk art of Bihar, Warli Maharashtra art form, Phulkari Punjab grounds, Patachitra Odisha, Sanjhi art from UP, etc. the DeshKaKulhad the collection includes 26 distinct kulhad drawings, each representing different regions of India. On the theme of popular motifs and monuments in each region, each kulhad celebrates a specific art form of this region. These hand-painted specials kulhads thus serve as a unique canvas showcasing India’s diverse culture and rich heritage.

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The concept of region / state themed earthenware is not new as such. Those who frequent the Starbucks coffee chain know that the fast-service retailer (which incidentally has a presence in India through a partnership with the Tata Group), is famous for its state-themed mugs, especially in the United States. United. These are sold as collectibles and are usually only available in their country of origin. In India, one can find a few outlets selling such state-themed collectible mugs, although Starbucks’ footprint in India is not as strong as in the United States of America.

Puneet Das, President – Packaged Beverages (India & South Asia), Tata Consumer Products says: “Kulhads are an integral part of Indian culture across the country and most of us would have enjoyed the occasional kulhad waali Chai. Tata Tea Premium- Desh Ki Chai has always evoked regional pride through its personalized state packaging that captures the symbols of each state’s pride and communication rooted in regional ideas. Therefore, following on from last year, we again used kulhads as a unique canvas to showcase India’s regional diversity and to continue our support for the Indian craft community.

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