Tata Tea Gold pays a sincere ode to the revered exuberance associated with Durga Puja and West Bengal’s art and culture!
Launches festive edition pack inspired from prominent art forms
Bangalore, October 19th, 2020: It’s the time when every part of West Bengal is decked up in fun, food and fervour with the festive mood around Durga Puja. Intricately woven into the cultural fabric of West Bengal, the festivities spread cheer across, turning its cities into a beautiful dreamland of joy and togetherness.
Bringing alive the magic and passion of Bengal, Durga Puja is nothing less than a carnival of life celebrating a proud culture, the art, heartfelt warmth, friendship and an unstinted devotion to the Goddess.
Keeping up with the festive spirit, which has not dampened even during the pandemic, Tata Tea Gold, the marquee brand from the Tata Consumer Products, aspires to add a rich flavour of celebration with its festive edition pack for West Bengal.
The design language of the pack is a celebration of the festivities associated during this time . It is a fusion, inspired by two very prominent art styles. The bold brush strokes of the Patua style, along with the ancient art of Patachitra, visibly distinguished by its exquisitely fine and delicate lines. Illustrations like the intricate Shola work, the resounding notes of the Conch-shell, the all-pervading aroma of the Dhunuchi and the reverberating beats of the Dhaakis; have been exclusively created to convey the sense of devotion and the vibrant fervor; which are so unique to the festival. This gives people a chance to bring home and celebrate the festival and Bengal’s art and culture too.
Speaking about the campaign, says, Puneet Das, Senior Vice President-Marketing, Packaged Beverages, India – TATA Consumer Products, “Tata Tea Gold aims to celebrate the festive spirit associated during these times by paying homage to the traditional elements associated with the festivities. We have tried doing the same through our new festive edition packaging that pays a sincere ode to the festival and also the traditional arts and heritage of the state and region.”
About TATA Consumer Products Limited
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, salt, pulses, spices, and ready-to-cook offerings. 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 and Himalayan Natural Mineral Water. Its foods portfolio includes brands such as Tata Salt and Tata Sampann. In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has an annual turnover of ~Rs. 10,000 cr and employs 2,200+ people in its branded business workforce. For more information, please visit www.tataconsumer.com
About TATA Tea Gold
Tata Tea Gold is the most premium national offering from Tata Tea portfolio and is the 4th largest brand in the same. Launched with a differentiated product offering, the brand continues to gain relevance in urban Indian households. Over the last few years, it has built a strong equity in the markets of North, East and parts of South India. Made from the choicest Assam CTC teas and 15% long leaves, it is known for its rich taste and irresistible aroma. Brand underwent restage last year and with re-launch of Tata Tea Gold Mixture in Maharashtra, Tata Consumer Products Ltd. intends to strengthen its portfolio play across zones and build equity in the fast growing premium tea segment in India.
