Tata Tea Premium has rolled out a campaign #DeshkaGarv-Pradesh Ki Kala (art of national pride) campaign, which celebrates moments of pride from India’s post-independence journey and highlights its regional art-inspired collection.

The brand intends to sponsor meals for underprivileged children through this collection.

The campaign which consists of a film takes viewers on a journey through India’s pivotal moments, from Punjab's Green Revolution that turned the nation into a food powerhouse to Delhi’s 1982 Asian Games, which sparked the colour TV era. By capturing these milestones, the film invites consumers to relive and celebrate the pride of India's rich history.

What we think about it: Effectively blends regional pride with a compelling cause, making history resonate. The film’s nostalgic nod to India’s milestones adds depth, driving emotional and social impact.

Puneet Das, president - packaged beverages (India and South Asia), Tata Consumer Products, said, “True to being ‘Desh Ki Chai’ (the country's tea), Tata Tea Premium has always catered to diverse taste preferences and has been celebrating India’s rich culture and pride. This Independence Day we are thrilled to launch the #DeshKaGarv - Pradesh Ki Kala collection, beautifully captured through regional art forms that evoke collective pride. This campaign not only provides consumers an opportunity to own a piece of history but also see smiles on the faces of kids as 100% of proceeds from this exquisite collection will be used to sponsor meals for the underprivileged, in collaboration with The Plated Project.”