TATA Tea Leaf Creates Unique Chhat Puja Campaign
Tata Tea Leaf exults in the spirit of Bihar and Jharkhand’s most popular festival- The Chhath Puja., with an integrated campaign to celebrate the rich and vibrant culture of region and evoke regional pride. As part of the campaign, the brand has associated with Bejod , OTT platform of Champaran Talkies for the Chhath puja 2020 video song and has also launched a special festive edition pack dedicated to the festival.
The brand takes immense pride in showcasing and celebrating the rich culture and heritage of Bihar and Jharkhand. As a chai specifically made for Bihar and Jharkhand, Tata Tea Leaf understands the regional nuances and has developed a campaign to celebrate the much high-spirited festival which comes with all its grandness and vibrancy, Chhath Puja.
The brand pays tribute to the rich art and culture of Bihar and Jharkhand, tapping the popular traditional Madhubani Art, also known as Mithila Painting, an art form of the region used to narrate popular folk, and cultural stories. The brand has also created a special festival edition pack celebrating Chhath puja using Madhubani art details. The visual language of the pack with color scheme, symbols and imagery, are inspired by Chhath Puja and are chosen carefully to adorn the already festive looking pack that radiates positivity.
Puneet Das, Senior Vice President Marketing, Packaged Beverages – India, TATA Consumer Products, said, “Chhath Puja is the biggest and most renowned festival celebrated across Bihar and Jharkhand. Tata Tea Leaf celebrates the festive spirit associated during this time with traditional elements associated with the festival. The special Tata Tea Leaf Chhath Puja pack inspired by the Madhubani art, a cherished local art form, aims to bring alive the festivities in a unique, engaging and intricate manner. Our association with Bejod for Chhath Puja is one of its kind initiative to connect with the larger consumer by being part of the festivity. TATA Tea Leaf’s Chhath Puja campaign aims to bind the festive feel over a cup of tea, that is made specially for people of that region, while celebrating with the entire family.”