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Tata Tea Chakra Gold, a beloved tea brand in South India, has teamed up with the highly anticipated film Pushpa 2: The Rule as its exclusive beverage partner. This collaboration brings together the shared values of strength, intensity, and cultural pride, blending the grandeur of tea with the cinematic brilliance of the movie under the campaign theme, ‘Ghanam Cinema tho Ghanam Chai’ (Grand tea with grand cinema).
To celebrate this partnership, Tata Tea Chakra Gold has launched special-edition tea packs inspired by Pushpa 2. These packs feature interactive elements like QR codes that unlock contests, giveaways, and movie-related themes, giving fans the chance to deepen their connection with both the film and the brand. In addition, the collaboration with Mythri Movie Makers introduces Fanizm, a platform that allows cinema lovers to engage with the campaign, compete, and win exciting prizes.
Puneet Das, President of Packaged Beverages at Tata Consumer Products, commented on the partnership: “This collaboration strengthens Tata Tea Chakra Gold’s bond with South Indian culture. Both the brand and Pushpa 2 embody strength and authenticity, and through this campaign, we aim to create an unforgettable experience that resonates with millions of fans across South India.”
The campaign also introduces #PoseWithPushpa, a unique digital activation that allows fans to create personalised movie-style posters. Using an interactive web app powered by advanced image background removal technology, fans can immerse themselves in the world of Pushpa 2 and create their own cinematic experiences.
CEO of Mythri Movie Makers, added, "Pushpa's journey is about resilience and ambition, qualities that align perfectly with the legacy of Tata Tea Chakra Gold. This partnership celebrates grit and determination, taking the essence of Pushpa 2 beyond the screen and inspiring audiences in meaningful ways.”
Mac Machaiah, Chief Client Officer at Wavemaker India, also praised the collaboration, saying, “This groundbreaking partnership fuses the dynamic energy of Telugu cinema with the deep-rooted passion for tea in the region. We’re excited to see the campaign ignite a ‘Ghanam life’ experience for fans!”
Fans can expect an engaging campaign filled with teasers, digital activations, and retail promotions leading up to the film’s release.
