Tata Tea Premium launches #DeshKaKulhad campaign to celebrates cultural diversity
Tata Tea Premium, India’s renowned tea brand has launched the #DeshKaKulhad campaign to lend its support to the artisan community of the country.
To make this campaign successful Tata Tea Premium has partnered with Rare Planet. This campaign also promotes the work of local Indian artisans, to unveil a ‘Desh ka kulhad’ collection.
The thought of sipping tea will almost always conjure up images of the kulhad (an Indian earthenware item used for beverages, but mostly associated with tea) for most Indians.
As part of raising awareness for this initiative, the brand has also released a digital film showcasing this diversity. The musical video sung by Rituraj Mohanty takes the viewer across the length and breadth of the country, showcasing India’s vivid art forms lensed from the perspective of the local artisans.
These special kulhads have been hand-crafted with region-specific artforms like Madhubani folk art from Bihar, Warli art form from Maharashtra, Phulkari patterns from Punjab, Patachitra from Odisha, Sanjhi Art from UP, etc. The DeshKaKulhad collection comprises 26 distinct kulhad designs, each representing different regions of India. Themed around popular motifs and landmarks from each region, each kulhad celebrates a specific artform of that region. These special hand-painted kulhads thus serve as a unique canvas showcasing India’s diverse culture and rich heritage.
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 waali 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.”
“Our main goal at Rare Planet is to provide a platform for these talents as well as create a financial forum for them. The #DeshkaKulhad partnership will definitely help us to reach more audience and create a better awareness,” said Ranodeep Saha and Vijay Kumar, co-founders, Rare Planet in a joint statement.
