Tata Tea Premium says it with packaging again, pays tribute to India’s legacy with special tin pack collection

This Independence Day, TATA Tea Premium – Desh Ki Chai, the flagship brand from Tata Tea’s diverse portfolio has launched the #DeshKaGarv campaign, celebrating India’s glorious post-independence journey. In line with the brand’s ethos of evoking national pride, and as part of the campaign, the brand has launched a limited-edition art infused tea-set & tin pack collection, called #DeshKaGarv collection.

The #DeshKaGarv tea-set collection has been curated in association with the Plated Project, a unique impact brand that strives to fight hunger crisis through art. Breathing life into India’s glorious post-Independence history through vivid illustrations, each specially curated, art-infused tea-set depicts iconic moments & events that have evoked India’s pride and prestige. Only 50 pieces of each set are being produced, making the collection truly one-of-a-kind.

Staying true to both Tata Tea’s goal of driving social awakening as well as The Plated Project’s crusade against hunger, 100% of the proceeds from each piece that is bought will be donated to sponsor meals for underprivileged children, enabling them to build a better future. The #DeshKaGarv collection takes customers through the below moments of pride and their eventful journeys:

Commenting on the new campaign, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said, “True to being the pioneers of Hyperlocal campaigns, Tata Tea Premium ‘Desh Ki Chai’, has always catered to diverse taste preferences and has been celebrating India’s rich culture and pride. This Independence Day, we are extremely thrilled to launch the #DeshKaGarv Campaign’, brought to life through a compelling TVC & a limited edition #DeshKaGarv collection to commemorate 75 years of India’s Independence. A lot of work has gone into not only curating these iconic moments & events but also in choosing the apt visual storytelling format that spans decades in one frame, all with the intent to give our consumers a chance to reminisce these milestones and celebrate them again with pride. On this day when we celebrate “India’s Independence” our sincere attempt is to evoke nostalgia and ‘collective pride’ by portraying the post-Independence story of our country, immortalized through some of these iconic moments”.