Tata Tea Gold, in collaboration with its creative partner Monks, the digital-first unit of S4 Capital plc, has launched its Durga Puja campaign, #BanglarShilpiShojjitoPujo, aimed at highlighting the artistic heritage of West Bengal.
Central to the campaign are ten limited-edition tea packs designed in collaboration with artists from the state. Each pack features artwork representing Durga Puja celebrations, created using a variety of mediums including acrylic, oil, dry pastel, watercolour, and digital art.
The campaign includes a television commercial that uses AI-generated visuals. The film begins in a Bengali household with a cup of Tata Tea Gold, which then travels through various locations in West Bengal. As the steam rises from the cup, it transitions into coloured strokes, depicting scenes from the festival. These include the dhaak, shankh, Ashtami prayers, dhunuchi dance, and sindoor khela. The film ends with a visual summarising the idea: ‘Banglar Pujo Ek Sonar Chhobir Mawto’ — Bengal’s Pujo is like a golden painting brought to life.
Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, said, “Durga Puja is not just a festival, it is an emotion that binds West Bengal together and captures the imagination of people across. At Tata Tea Gold, we have always strived to celebrate the cultural pride of Bengal in a manner that feels authentic and heartfelt. This year, through our association with these gifted artists, we are delighted to share these festive packs with our consumers, making their celebrations even more memorable.”
Sandipan Bhattacharyya, CCO, Monks India, said, “During Durga Puja, Bengal becomes a giant canvas of cultural pride. The colours, the sounds, the flavours, and the traditions are all like brush strokes that come together to make it look like a dreamy painting. We thought the vapour from a hot cup of tea would be a visually striking way to capture the artistic soul of this festival.”
Kamala Venkateswaran, SVP Business, Monks India, added, “Festive campaigns are an integral part of TCPL’s business, and the West Bengal market has always been a special one. Every year, the brand finds a core cultural connect and celebrates it. This campaign once again brings tradition to life in a beautifully painted manner.”
Through the #BanglarShilpiShojjitoPujo initiative, Tata Tea Gold and Monks continue to focus on regional storytelling while incorporating technology in their communication efforts.
