Institute of Marketing Communications India®

Tata Tea‘s “Desh ka Kulhad” campaign for Artisians


After Pandemic corporates have indulged more in their CSR duties. Tata Tea Premium is also perpetual in work to bring change in people’s lives. The tea industry came across a very tough phase during the pandemic induced lockdown. Plantation workers and regional artists who suffered a lot when lockdown hit the country.

Tata Tea Premium has launched a new campaign  “Desh ka Kulhad” . It’s the company’s CSR way to grow the stroked regional artisans, the ones that were severely impacted by the pandemic.

Puneet Das, Vice President Marketing - Beverages India at Tata Consumer Products, shares the information of the Campaign. Recently Tata Tea came up with the campaign “‘Desh Ka Kulhad” on Independence Day celebrating and branding the rich cultural heritage and diversity of various Indian states and promoting the work of our Indian artisans. Tata Tea Premium is working with Rare Planet, a start-up that works with the artisan community across India. Uplifting artisans that connect more than 2000 artisan families all across our country. It is an integrated campaign of print advertisements, digital, social media followed by influencers.

The website is where the #Deshkakulhad collection can be found by customers . Consumer engagement and consumers are the concern as well with the CSR activity . What consumers have expected from a brand like Tata Tea,the company has always been performing consistently. 


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