Institute of Marketing Communications India®

#DeshKaKulhad Campaign by Tata Tea emphasizes on National Diversi-tea

With Independence Day just around the corner, Tata Tea has brought about its campaign #DeshKaKulhad. As most of the Indians are fond of sipping tea in their kulhads, the authentic way of serving the beverage, Tata Tea has picked up on this insight along with the country’s diversity.

The ad film for the campaign showcases various Indian artisans making kulhads followed by the creation of state-specific art on each piece. It shows various art forms of Patua, Pattachitra, Phulkari, etc from diverse states like Bengal, Odisha, Punjab amongst others. The film has a piece of distant background music inspired by Indian folklore and a song sung by Rituraj Mohanty.

Tata Tea’s ad has been produced by Galloping Horse Productions, directed by Pooraj Kapoor with Prithvi Pai as its creative producer.

Puneet Das, president - packaged beverages (India and South Asia), Tata Consumer Products states, “Kulhads are an intricate part of Indian culture across the country and most of us would have enjoyed an occasional kulhad wali chai. Tata Tea Premium- Desh Ki Chai has always evoked regional pride through its state customized packaging that captures symbols of pride of each state and communication rooted in regional insights. Hence, as an extension from last year, we again used kulhads as a unique canvas for showcasing India’s regional diversity and to continue our support towards India’s artisan community.”


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