EditorThis Independence Day, TATA Tea Premium – Desh Ki Chai, the flagship brand from Tata Tea’s diverse portfolio 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 immortalize 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.
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The #DeshKaGarv tea-set collection has been curated in association with the Plated Project, a unique 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.
Staying true to both Tata Tea’s goal of driving social awakening as well as The Plated Project’s crusade against hunger, 100% of the proceeds from each piece that is bought will be donated to sponsor meals for underprivileged children, enabling them to build a better future. The #DeshKaGarv collection takes customers through the below moments of pride and their eventful journeys:
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- 1957: Orissa
Inauguration of Hirakud Dam: World’s Longest Earthen Dam in India
- The 1960s: Punjab
Seeds of India’s Green Revolution Sown In Punjab
- 1982: Delhi
Delhi Asian games fired India’s imagination with the introduction of Colour tv
- 1983: Uttar Pradesh
Taj Mahal, the pride of India, became universally recognized as one of the masterpieces of world heritage by becoming a UNESCO world heritage site
- 1983: Maharashtra
Ajanta – Ellora became a UNESCO world heritage site celebrating India’s rich and thriving heritage
- 1984: West Bengal
India’s first Metro started in Kolkata.
- 2009: Mumbai
Bandra-Worli sea link, the first cable-stay bridge built on open seas in India
- 2010 onwards: Haryana
Emerged as a sporting powerhouse for India in Commonwealth games
The #DeshKaGarv collection is available on indiakichai.com for customers to shop and support.
Knitting together these stories in an impactful manner, Tata Tea Premium has also launched a unique TV campaign for this momentous day. Carefully marrying storytelling with technology, the film seamlessly juxtaposes the past with the present to showcase the respective journeys of these pride moments & events in one frame. The TVC tugs at consumers’ hearts, making them swell with pride, and gives citizens of the country a chance to relive these special milestones from the past. 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 said, “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, immortalized through some of these iconic moments”.
Commenting on the collaboration, Chitresh Sinha, Founder, of The Plated Project said “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!”
The packs were conceptualized in collaboration with our partner design agency Tree Design.
Arnab Chatterjee, co-founder of Tree Design says “The objective for us was to evoke national pride on a grand scale celebrating 75 years of India’s independence. We decided to use an illustrative style of storytelling to depict moments and events of pride post-independence. The customized designs were brought alive on Tin packs which in itself brings nostalgia and makes for a great collector’s item. A flat color style illustration helped straddle the decades with the finer nuances of the styling of people, clothes, and environment in the illustrations to capture the essence of the era that each tin pack was portraying. This technique proved to be malleable enough to successfully travel across mediums from packaging to print to outdoors”
Azazul Haque, Chief Content Officer India Media Monks speaking on the campaign said, “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.”
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Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook, and ready-to-eat offerings, breakfast cereals, snacks, and mini meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Water Plus, and Tata Gluco Plus. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulful, and Tata Q. In India, Tata Consumer Products has a reach of over 201 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 12,425 Crs with operations in India and International markets. For more information, please visit https://www.tataconsumer.com/
The Plated Project is a unique impact brand aimed at ending world hunger using the power of art. Each month, the brand crafts a theme that revolves around a social issue linked to hunger. They then join forces with talented artists from around the world to create limited edition, art-infused products under the theme. Each of these works of art tells unique stories to spark conversations that lead to awareness. The sale of each item also contributes to meals for the social cause. To date, the brand has sponsored over 550,000 meals around the world. There are 100 global artists and 10 charities who are now a part of this initiative.
Meghana Harikumar
Editor
