Tata Tea Unveils #DeshKaGarv To Celebrates 75 Years of India’s Independence
This Independence Day, TATA Tea Premium – Desh Ki Chai, launches the #DeshKaGarv campaign, celebrating India’s glorious post-independence journey. In line with the brand’s ethos of evoking national pride, the campaign spans a seven-decade journey capturing iconic moments & events which not only created history during their time but also propelled India onto the world stage. In an attempt to immortalise these milestones and let people reminisce the country’s proud history, the brand has launched a limited-edition art-infused tea-set & tin pack collection, called the #DeshKaGarv collection as a part of the campaign
The campaign collection has been curated in association with the Plated Project, an impact brand that strives to fight the hunger crisis through art. Breathing life into India’s glorious post-Independence history through vivid illustrations, each specially curated, art-infused tea set depicts iconic moments & events that have evoked India’s pride and prestige. Only 50 pieces of each set are being produced, making the collection truly one-of-a-kind. Encapsulating the core essence of the campaign, the film closes with the central message, “Aazaadi ke 75 salon mein, aise kayi kisse, kayi pal hain, jo Desh ka Garv hain. Toh chaliye, unn kisson ko phir se jeekar, unko apni zindagi ka hissa banaate hain”.
Commenting on the new campaign, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products states, “True to being the pioneers of Hyperlocal campaigns, Tata Tea Premium ‘Desh Ki Chai’, has always catered to diverse taste preferences and has been celebrating India’s rich culture and pride. This Independence Day, we are extremely thrilled to launch the #DeshKaGarv Campaign’, brought to life through a compelling TVC & a limited edition #DeshKaGarv collection to commemorate 75 years of India’s Independence. A lot of work has gone into not only curating these iconic moments & events but also in choosing the apt visual storytelling format that spans decades in one frame, all with the intent to give our consumers a chance to reminisce these milestones and celebrate them again with pride. On this day when we celebrate “India’s Independence” our sincere attempt is to evoke nostalgia and ‘collective pride’ by portraying the post-Independence story of our country, immortalised through some of these iconic moments”.
Commenting on the collaboration, Chitresh Sinha, Founder, The Plated Project adds “The Plated Project and Tata Tea Premium share a common ethos of creating impact and working towards social causes that really matter. This is therefore a great partnership and we are happy to have worked with a set of extremely talented artists to create a collection that instills pride in conversations that happen over every cup of tea. We couldn’t have found a better way of celebrating our Independence Day!”
Azazul Haque, Chief Content Officer India Media Monks speaking on the campaign says, "When Tata Tea Premium approached us with a brief to celebrate India's 75th year of Independence, we made sure to use our unique capabilities and marry storytelling with technology, to deliver a campaign that will resonate with Indians no matter where they're from or how old they are. We have really made time travel happen in the campaign. The idea was to time travel to relive memories. It was only made possible using technology to tell stories."
