Tata Tea Premium, a tea brand from Tata Consumer Products, has launched the 2025 edition of its ‘Desh Ka Garv’ campaign, which highlights India’s cultural heritage. Over the years, the brand has marked Independence Day by linking tea rituals with regional art forms. This year’s ‘Desh Ka Garv’ Collection features hand-painted artisanal kettles inspired by Indian art traditions.
The initiative focuses on showcasing India’s folk and regional art through objects associated with everyday tea culture, such as the ‘kulhad’, the classic tea cup, and now the kettle. The campaign is intended to support the preservation and promotion of Indian craftsmanship. For 2025, Tata Tea Premium has collaborated with ‘Kaushalam’, an organisation that works to preserve Indian folk art, to create kettles painted with regional designs.
The collection is available exclusively on www.IndiakiChai.com, with proceeds going to Indian Army Skill Development Centers that provide training for women.
Bringing a contemporary edge to this year’s campaign is a visually evocative film, crafted using AI that brings the rich tapestry of Indian art closer to today’s generation, while celebrating its intrinsic essence. Celebrity singer Piyush Mishra further adds to the flavor of the film with his distinctive style as he lends his voice to the brand film.
Watch the film here:
“At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India’s rich diversity is its greatest strength,” said Puneet Das, President, Packaged Beverages (India & South Asia), Tata Consumer Products. “With ‘Desh Ka Garv – Pradesh Ki Kala’, we are not just celebrating art—but preserving India’s rich tapestry, turning every Tea Kettle into a story of pride which consumers can now own. Over the years, this initiative has been our way of celebrating the rich culture of India, not just on Independence Day, but every day, by harnessing the power of art and technology that transcends time, place and generations through visually evocative storytelling. This year’s rendition harnesses the power of AI to bring Indian art forms to life, in a celebration worthy of Independence Day”
Arnab Chatterjee, Design Head, Tree Design, adds “In our country, there are artists still keeping alive age old traditions of storytelling through hand painting, which we have harnessed to showcase India’s diverse art forms and brought them alive on Tea Kettles as a fitting tribute to India’s tea drinking tradition.”
Azazul Haque, Group Chief Creative Officer, Creativeland Asia further states, “This film is a first of its kind branded content that uses only AI and VFX to create hyperlocal content that proudly celebrates culture and art forms of India. Creating iconic regional motifs like dance forms of Kathak Odissi, in a never seen before, visually stunning format, using AI was really challenging as not many have tried it before, and we hope consumers enjoy our ode to India.”
Mrinalika Jain Bhardwaj, Founder of Kaushalam, further adds, “This collaboration is about giving folk art a new language. At Kaushalam, we believe that tradition is not just preserved in museums but thrives in everyday life. These kettles are not just functional objects—these are canvases to tell stories. We are proud to be associated with one of India’s iconic brands, Tata Tea Premium.”
