Tata Tea Premium celebrates 75 years of independence with #DeshKaGarv campaign

This Independence Day, TATA Tea Premium has launched the #DeshKaGarv campaign, celebrating India’s glorious post-independence journey. The brand has also launched a limited-edition art infused tea-set and tin pack collection, called #DeshKaGarv collection as a part of the campaign

Knitting together these stories in an impactful manner, Tata Tea Premium has also launched a unique TV campaign for this momentous day. Carefully marrying storytelling with technology, the film seamlessly juxtaposes the past with the present to showcase the respective journeys of these pride moments & events in one frame.
The TVC tugs at consumers’ heart, making it swell with pride, and gives citizens of the country a chance to relive these special milestones from the past. Encapsulating the core essence of the campaign, the film closes with the central message, “Aazaadi ke 75 salon mein, aise kayi kisse, kayi pal hain, jo Desh ka Garv hain. Toh chaliye, unn kisson ko phir se jeekar, unko apni zindagi ka hissa banaate hain”.

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”.

On the collaboration, Chitresh Sinha, Founder, The Plated Project said “The Plated Project and Tata Tea Premium share a common ethos of creating impact and working towards social causes that really matter. This is therefore a great partnership and we are happy to have worked with a set of extremely talented artists to create a collection that instills pride in conversations that happen over every cup of tea. We couldn’t have found a better way of celebrating our Independence Day!”

Azazul Haque, Chief Content Officer India Media Monks speaking on the campaign said, "When Tata Tea Premium approached us with a brief to celebrate India's 75th year of Independence, we made sure to use our unique capabilities and marry storytelling with technology, to deliver a campaign that will resonate with Indians no matter where they're from or how old they are. We have really made time travel happened in the campaign. The idea was time travel to relive memories. It was only made possible using technology to tell stories."