West Bengal is well-known for its rich art forms, skilled artisans and vibrant culture. Tata Tea Gold, West Bengal’s leading tea brand, is back with its Durga Pujo campaign. This year, the brand pays tribute to the state’s native artists by launching limited edition festive packs designed in collaboration with local Bengali artists. These artists have brought their vision of Pujo celebrations to life on the packs using various art styles like Acrylic Paintings, Oil Paintings, Dry Pastels, Watercolors and Digital Art.
These packs have been designed in collaboration with celebrated artists like – Goutam Sarkar, known for his stunningly realistic compositions with acrylic paints, Gopal Naskar who masterfully blends Indian mythological art with contemporary realism using dry pastels, Gourab Kundu who brings fluid expressions through watercolors, Anjan Bhattacharya who is known for his rich and vibrant oil paintings and Joyeeta Bose, who weaves magic into expressions using digital art. Each artist has brought to live the rich festivities associated with this vibrant festival – the rhythm of the dhaki on Shashti, the call of the shankho on Saptami, the devotion of Ashtami pujo, the graceful dhunuchi dance of Nabami, and the exuberance of sindoor khela on Dashami. Together, the unique packs offer consumers a collectible series that embodies both nostalgia and festive energy.
Tata Tea Gold marked the start of this year’s celebrations with an exclusive media gathering on 16 September at Taj Bengal, Kolkata. The event was graced by Mr. Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, and featured the unveiling of the festive packs along with live art demonstrations by the artists, who captivated the audience with their craftsmanship.
The brand also unveiled a festive TVC, a heartfelt tribute to Pujo as a living work of art. The AI film, a first of its kind for the West Bengal audience, opens in a Bengali home with a steaming cup of Tata Tea Gold, before travelling through the streets of Bengal. From vibrant pandals to traditional neighborhoods – carrying the festive spirit along the way. As the steam rises, it transforms into strokes of color, unfolding into vivid paintings that seamlessly flow into the festive packs. Each moment – the beat of the dhak, the call of the shankho, the prayers of Ashtami, the swirling smoke of the dhunuchi, and the burst of sindoor khela – is captured as though Bengal itself has become a painting in motion. The film concludes with a tableau of joy, encapsulating the campaign’s thought: ‘Banglar Pujo ek Sonar chhobir mawto’ – West Bengal’s Pujo is nothing short of a golden painting brought to life.
Speaking at the launch, Mr. Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, said: “Durga Pujo is not just a festival, it is an emotion that binds West Bengal together. 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, we have tried to strengthen our roots in the local culture through our association with these gifted local artists who have beautifully brought festive rituals to life. Each Pack design is a tribute to the art, traditions, and emotions that define Durga Pujo. As West Bengal’s favourite tea brand, we are delighted to share these festive packs with our consumers, making their celebrations even more special.”