ITV

Tag: Puneet Das

  • Tata Tea Premium’s new Independence Day campaign celebrates regional pride

    Tata Tea Premium’s new Independence Day campaign celebrates regional pride

    Mumbai: TATA Tea Premium-Desh Ki Chai, the flagship tea brand from Tata Consumer Products Ltd. is back this Independence Day with its #DeshkaGarv-Pradesh Ki Kala campaign. This campaign celebrates moments of pride from India’s glorious post-independence journey such as the Green Revolution of Punjab that contributed towards making the country self-sufficient in food grains, Delhi’s 1982 Asian Games that heralded the start of the Colour TV revolution, among other such events. In an attempt to immortalize these milestones and let consumers reminisce, the brand has launched a limited-edition regional art-inspired #DeshKaGarv collection. In line with the brand’s ethos of evoking national pride while celebrating regional glory, each set is exquisitely depicted in a unique regional art style inspired by India’s diverse state cultures.

    The #DeshKaGarv collection has been created in association with The Plated Project, an organization that strives to solve the hunger crisis through art. Breathing life into India’s iconic post-Independence moments each set is vividly illustrated through innate regional art forms. For example, Odisha’s Hirakud Dam, which stood as the World’s Largest Earthen Dam at the time of its inauguration in 1957 depicted in Pattachitra Art Form, Madhya Pradesh’s Sanchi Stupa A UNESCO world heritage site depicted through the famous Gond Art Style from the state.

    One can now proudly own a piece of history and culture by visiting www.indiakichai.com.

    100 per cent of the proceeds from the collection will be used to sponsor meals for underprivileged children.

    Commenting on the campaign, Tata Consumer Products president – packaged beverages (India and South Asia) Puneet Das said, “True to being ‘Desh Ki Chai’, 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 per cent of proceeds from this exquisite collection will be used to sponsor meals for the underprivileged, in collaboration with The Plated Project.”

    Commenting on the collaboration, Chitresh Sinha, The Plated Project said “The Plated Project and Tata Tea Premium share a common ethos of creating impact and not just profits, so for us this is a great partnership. We worked with a set of extremely talented artists to ensure that we can create a collection that creates pride and conversations with every serve. We couldn’t have found a better way of celebrating our Independence Day!”

  • Tetley Green Tea takes a bold stand against nicknames based on ‘body types’

    Tetley Green Tea takes a bold stand against nicknames based on ‘body types’

    Mumbai: Tetley Green Tea Immune, one of the leading green tea brands in India, has released a compelling sequel to their last year’s successful campaign #everyBODYcan. This campaign continues the important conversation of looking beyond ‘surface-level’ fitness initiated earlier and takes on the endearing yet unwarranted nicknames given to people of various body types, based on how they look.  The new campaign ‘I am more than my nickname’ reinforces the thought that ‘you are more than your body type’. It urges people to not be constrained by their nickname, which has been given to them based on their physical appearance, as a name doesn’t define your abilities and how fit you are. Through this film Tetley continues to take another step to help women realize their inner potential keeping internal as well as external fitness in mind.

    We have a habit of giving seemingly ‘adorable’ nicknames to kids based on their physical appearance such as ‘Golu’, ‘Ladoo’ etc. Although they sound endearing and harmless, these stereotypical nicknames can sometimes end up hurting the kid’s self-belief. These nicknames can often serve as reminders telling them that they can’t do certain things if they are of a certain body type, forcing them to grow up and sometimes actually live up to these nicknames. The empowering film from Tetley challenges the biases that crop up because of such nicknames leading to inadvertent body shaming. The film showcases the story of one such woman with a nickname ‘Golu’ who grows up and does all that she sets out to do (against the perceived judgement of others), thus sending out a message that #everyBODYcan. It portrays ‘Golu’ being judged all her life based on her body type and her nickname and how the world around her stereotypes her to be capable or incapable of doing various things throughout her life. Yet we see how she overcomes all the judgments and leaves viewers empowered with the belief that they can do a lot more than what the people around may perceive that they are capable of. The film closes with a rousing battle cry from women of all body types holding a placard of the nicknames given to them, everyone who were told they can’t do something, saying– “My Body Can, Your Body Can, Every Body Can” sending out a message that they are more than their nickname and how they look like.

    Talking about the film, Tata Consumer Products president – packaged beverages (India and South Asia) Puneet Das said, “Tetley green tea is one of the leading players in the green tea segment in India and advocates feeling fit vs. just ‘looking fit’’. In that effort, we constantly innovate to bring differentiated offerings such as Tetley Green Tea Immune with added Vitamin C range. In the second edition of our #everyBODYcan campaign, we highlight the stereotypes that may seep in through ‘adorable sounding’ nicknames that are based on certain body types and are inadvertently given to the kids which would then become labels that they may live up to, affecting their confidence. This campaign yet again urges people to look beyond the body types/ surface level fitness and believe in themselves by focusing on feeling fit from inside out.”

    Lowe Lintas (South) head of creative Arpan Bhattacharyya said, “With the success and appreciation that #everyBODYcan received last year, we felt that it deserved a reprise. To take forward the idea that feeling fit isn’t only about looking fit, we found an interesting insight in the endearing nicknames that people often bestow upon kids. Golu, Teeli, Laddoo – each is a harmless nickname, inspired by a certain body type. Kids are identified by these nicknames. But these nicknames can become identities in themselves as well. A “Golu” loves to eat. But can’t run fast. A “Teeli” is petite. But can’t lift weights. And so on. Regardless of how true these typecasts are or how fit the owner of the nickname is or isn’t.  We wanted to urge women to be more than their nicknames. Because being fit isn’t only about looking fit. We hope this sequel serves as an empowering reminder to all the women that they are more than their body type and whatever be their nickname, they should believe that #everyBODYcan”.

  • Tata Tea Gold’s Dil ki Suno honours women’s potential for Women’s Day

    Tata Tea Gold’s Dil ki Suno honours women’s potential for Women’s Day

    Mumbai: This Women’s Day, Tata Tea Gold has launched a new Dil ki Suno campaign that empowers women to listen to their hearts as they have the potential to achieve more. The latest film from Tata Tea Gold delicately captures the predicaments faced by women and encourages them to listen to their hearts and believe in their ability to do more.

    The film depicts the journey of four women in different stages of their lives, each facing a dilemma of choosing between their aspirations and present-day realities. The film portrays the story of a seasoned cricketer who has just tied the knot and struggles with the thought of balancing her professional and personal commitments. It also depicts the journey of a 50-year-old woman who is passionate about dancing but worries if pursuing dancing at her age would be perceived as appropriate. A successful corporate professional who wants to resume her musical journey, and a homemaker who is taking her first steps in stock trading and feels uncertain about the likelihood of success. The film beautifully unfolds the conflicts a woman faces as she tries to balance her passion with familial, career or societal obligations. Nevertheless, what binds them together is their willingness to listen to their hearts and recognize that they have it in them to attain more.

    Commenting on Tata Tea Gold’s new film, released on International Women’s Day, Tata Consumer Products president – Packaged Beverages (India and South Asia) Puneet Das said, “Tata Tea Gold, a premium tea blend that gives you rich taste and irresistible aroma, has been bringing to life inspiring stories of today’s empowered women as it acknowledges the unique challenges faced by contemporary Indian women. Navigating through career and familial responsibilities, varied interests, and social circles within the confines of 24 hours can be overwhelming. Despite the challenges, today women are excelling across diverse fields – Leading Fortune 500 companies, building unicorns, scaling more peaks at Mountaineering, shining through Sports and creative fields like filmmaking, Music etc.  Hence, Tata Tea Gold, which propagates ‘Apne Dil ki Suno’ endeavours to motivate today’s women to listen to their hearts and unlock their true potential.”

    Commenting on the creative thought behind the campaign, Azaz-Ul-Haque, Chief Content Officer, Media Monks said “Aurat Bani Hai Aur Se. Discovering such hidden gems in language and a brand narrative that just perfectly echoes the thought is a rare occurrence in advertising. Tata Tea Gold urges women to listen to their hearts and follow what it says, and so it was just the right brand to convey that only when you listen to your heart, you will discover there is more to you. Tata Tea Gold has always told the most beautiful narratives of women’s empowerment. Aurat bani hai Aur se is just another reflection of that singular, strong brand narrative”.

  • Tata Tea Agni Leaf’s unique Chhath festive campaign honors Bihar and Jharkhand culture

    Tata Tea Agni Leaf’s unique Chhath festive campaign honors Bihar and Jharkhand culture

    Mumbai: In an enthralling homage to the vibrant culture of Bihar and Jharkhand, Tata Tea Agni Leaf, one of the leading tea brands introduces special festive packs and a special musical video celebrating the festivities.

    The four-pack collection captures the customs and emotions unique to each day. Each day of the festival is depicted in a different style of Madhubani Art, the cherished artform of the Bihar.

    The first pack, designed in the Godhna Style of Madhubani, uses black ink to depict the ‘Nahaay Khaay,’ the first day of the festival. The second pack illustrates the second day of ‘Kharna’, showcasing the preparation of the traditional prasad in the Kachni style of Madhubani, using monochrome shades. The third pack, dedicated to ‘Sandhya Arghya,’ captures the festive spirit as people gather at the ghats to offer Arghya to the setting sun in the Kohbar style of Madhubani. The fourth pack, curated in the Bharni style of Madhubani, portrays the final day of the festival- ‘Usha Arghya’ where devotees offer prayers and Arghya to the rising sun as they conclude their sacred fast.

    To add more flavour to the Chhath festivities, Tata Tea Agni Leaf has also launched a music video- ‘Aava Mil Ke Chhath Manayi’. The specially created song brings alive the spirit of the festivities where families and loved ones across generations come together, perform rituals and customs associated with each day of Chhath with joy and reverence- a true celebration of their cultural heritage. The visual narrative is supported beautifully by a melodious song which invokes powerful symbols of the festivities like ‘kharna ki kheer’, ‘thekua’, ‘daura’, ‘arghya’ among others which tug at the heartstrings of all who continue to celebrate the great festival of Chhath.

    Tata Consumer Products president of packaged beverages Puneet Das said, “ Chhath occupies a special place in the hearts of people in Bihar and Jharkhand. It is not only a festival but an emotion that people cherish and take pride in. This is why Tata Tea Agni has launched a special Chhath four-pack collection paying ode to the rich cultural heritage by diving deep into the world-renowned Madhubani artform and showcasing each day of the festival in a different style of Madhubani. The music video ‘Aava Mil Ke Chhath Manayi’ is created specially to capture the heart of the festivities- of families coming together and continuing to celebrate their inherited legacy with love and joy. This campaign proudly celebrates the spirit of togetherness and festivities, over a cup of tea!’’

    Media Monks the Chief Creative Officer Azazul Haque said, ‘’ This campaign takes Hyper Local to the next level. Also choosing Chhath which is the biggest festival for the region, the idea was to connect with the people as one of them. The theme did just that. Chhath is a Festival of four days and not just one is a fact only someone from Bihar & Jharkhand knows and showcasing that on four packs is an idea that will connect with every person who celebrates this festival. For the video content, we wanted to convey the same and a festive music video conveying this message looked like the best idea. Also the idea is to give the people a new song as Chhath songs are a huge hit amongst the people who celebrate it.’’

     

  • Tata Tea Gold introduces ‘Banglar Noksha Pujo’ campaign with Laqshya Media’s Dual-Screen 3D Display in Kolkata

    Tata Tea Gold introduces ‘Banglar Noksha Pujo’ campaign with Laqshya Media’s Dual-Screen 3D Display in Kolkata

    Mumbai: As the radiant festivities of Durga Pujo envelop West Bengal in an aura of vibrancy, Tata Tea Gold, the beloved tea brand of the region, magnificently commemorates the spirit of the occasion with an innovative twist. In a first-of-its-kind collaboration, Laqshya Media brings to life an extraordinary dual-screen 3D Anamorphic Display at South City Mall, Kolkata, showcasing the quintessential handloom heritage of West Bengal through a captivating fusion of technology and tradition.

    The awe-inspiring installation, on display from 14 to 21 October 2023, eloquently depicts the splendour of Durga Pujo through an intricate tapestry of Bengal’s five distinct handlooms. From the vivid conch blowing on the Jamdani-inspired packaging to the enchanting rhythms of the Dhaki depicted on the Kantha-inspired designs, the display seamlessly weaves a mesmerising tale of Bengali pride and festivity. Symbolising a tribute to the region’s rich cultural craftsmanship, this groundbreaking initiative by Tata Tea Gold and Laqshya Media Ltd promises to captivate the hearts of onlookers and tea enthusiasts alike.

    Commenting about the successful 3D anamorphic outdoor installation, Tata Consumer Products president – packaged beverages (India and South Asia) Puneet Das said, “Durga Pujo is a cultural extravaganza transcending the boundaries of celebrations by amalgamating culture, traditions, artistry, and devotion of people. Handlooms are an integral part of festive celebrations, and with our Banglar Noksha Pujo campaign, we aim to pay tribute to the resplendent cultural craftsmanship of the region. By leveraging cutting-edge technology for contemporary storytelling, we endeavour to celebrate West Bengal’s acclaimed handlooms, creating resonance with our consumers. Further, our limited-edition festive packs persist in recounting the awe-inspiring handloom heritage of the state.”

    Laqshya Media Group chief strategy officer Yuvrraj Agarwaal said, “Embracing Tata Consumer with gratitude, we embark on an extraordinary journey during the Durga Puja festivities, harmonising the elements of Tea, Tradition, and Technology to create an unparalleled experience. Durga Pujo, a grand cultural symphony, orchestrates a seamless fusion of culture, traditions, artistry, and devotion, with handlooms as a vital part. Through this campaign, we pay homage to the region’s rich cultural craftsmanship, weaving our story with consumers through the threads of never-seen-before technology.”

    He added, “Our hearts brim with excitement as we unveil our role in illuminating West Bengal’s cultural vibrancy with our cutting-edge Dual-Screen 3D Anamorphic Display. As the pioneering execution of its kind in India by any brand, it stands as a testament to our relentless pursuit of industry-first innovations, underscoring our unwavering commitment to pushing the boundaries of creativity and technology. We are unwavering in our quest to make out-of-home experiences more captivating and immersive, and this project embodies that very philosophy.”

    Laqshya Media Group company – Inventech CEO Sommnath Sengupta joyously reflects on the success of the Tata Banglar Noksha Pujo campaign, emphasising the triumph of the 3D Anamorphic Display from conceptualisation to installation. “With our successful 3D anamorphic outdoor installation and groundbreaking Dual-Screen 3D Anamorphic Display, we celebrate West Bengal’s cultural craftsmanship beyond the ordinary. Our commitment to pushing creative and technological boundaries is evident in every thread, creating immersive connections. We’ve woven an experience that transcends tradition, leaving an indelible mark on consumers’ hearts during the Durga Puja festivities,” he said.

  • Tata Tea Gold celebrates Durga Pujo with Banglar Noksha Pujo packaging

    Tata Tea Gold celebrates Durga Pujo with Banglar Noksha Pujo packaging

    Mumbai: As the vibrant tapestry of West Bengal adorns itself in hues of grandeur to warmly welcome the divine fervor of Durga Pujo, Tata Tea Gold, West Bengal’s favorite tea brand, joyously celebrates this festival with the launch of 10 festive packs inspired from the handloom styles of the state. Durga Pujo is a time when West Bengal is at its colorful best. This heralds a time for the women to adorn themselves with new sarees, selected from a wide array of exquisite traditional handloom and textile creations. This festive ode to the handloom heritage was the inspiration for Tata Tea Gold’s festive series Banglar Noksha Pujo packaging. The Tata Tea Gold festive packs are inspired from five handloom styles : Kantha, Jamdani, Baluchari, Batik and Garad.

    Tata Tea Gold has also unveiled a specially crafted film, developed by Media Monks, that beautifully captures how Pujo is celebrated across the five days from Shashthi to Dashami. Each celebration has been depicted in the style of West Bengal’s rich handloom culture. The story unfolds with a curious child observing the similarity between the design of a Tata Tea Gold Jamdani-inspired pack and her mother’s Jamdani saree. Soon, a captivating conversation takes place between the two, narrating about  Durga Pujo celebrations, basking in the iconic handloom artistry of the region. The film along with a captivating song, brings to life some of the celebratory rituals intricately illustrated on the festive packs.

    The film weaves a rich narrative of West Bengal’s pride and celebrations, from the traditional conch blowing depicted on the Jamdani-inspired packs to the resounding beats of the Dhaki from the Kantha-inspired packs, the devotee (Pujaran) adorned in a Baluchari saree, the Dhunuchi dancer draped in Batik prints, and the women playing Sindoor Khela dressed in Garad sarees.

    Reflecting on the essence of the new Durga Pujo campaign, Tata Consumer Products president – packaged beverages, India & South Asia Puneet Das shared, “As one of the most loved tea brands of West Bengal, we take pride in understanding the people and the local culture. As Durga Pujo is celebrated with such exuberance, we decided to pay homage to these festive celebrations through the famous handloom and textile art of West Bengal. We partnered with five well-known master weavers of West Bengal – Mrityunjoy Chakraborty for Kantha, Sahadeb and Shanksha Basak for Jamdani, Amitava Pal for Baluchari, Sukanta Nandy for Batik and Jiban Polisha for Garad to create special festive handloom designs, which served as inspiration for the design of Tata Tea Gold’s festive packs. These limited-edition special packs, steeped in local flavors, mirror the lively spirit of the festival, encapsulating its vibrant hues and energy. The film shows the visual narrative of the Durga Pujo celebration through our packs.”

    Tree Design co-founder Arnab Chatterjee who had conceptualised the design said, “To capture the festive spirit of Durga Pujo, we decided to harness the immense beauty and depth of the textile and handloom weaves available in the state. Wearing new clothes on the days of Pujo is a tradition, which is why we decided to leverage the magic of West Bengal’s handlooms. We worked closely with master weavers going across the length and breadth of West Bengal and harnessed the magic of their craft to capture the festive fervour in the Tata Tea Gold Festive series packs.”

    Commenting on the genesis of the campaign and the idea, Media Monks chief content officer Azazul Haque said “Durga Pujo for West Bengal is not just a festival, it is an emotion. When Tata Tea Gold designed the special festive packs showcasing the events during the different days of Pujo depicted in the handloom style of West Bengal, the brief for the campaign was simple- Celebrate Durga Pujo through the festive packs. And the film does exactly that. In the film, a mother proudly tells her daughter about the different Handlooms of West Bengal and how they are depicting the celebrations around Durga Pujo. The feeling of Durga Pujo is magical and we have tried to convey the same through this musical, celebratory film.”

  • Tata Coffee celebrates Tamil Nadu’s coffee love with Shik Shik Shik campaign

    Tata Coffee celebrates Tamil Nadu’s coffee love with Shik Shik Shik campaign

    Mumbai: Tata Coffee Grand, the packaged coffee brand from the house of Tata Consumer Products, celebrates International Coffee Day with a special coffee anthem dedicated to the people of Tamil Nadu. Commemorating the rich coffee heritage and the cultural significance of coffee in the region, the brand has collaborated with Arivu, a prominent rapper from the region, creating an anthem that showcases the region’s deep-seated affection for its culture, places, coffee, and its legendary cinema. The anthem features the signature ‘SHIK SHIK SHIK,’ sound created by shaking the pack of Tata Coffee Grand.

    Music has the power to evoke emotions and memories, and when combined with the rich history and flavours of coffee, it can truly create a sensory experience for listeners and viewers. The film traverses through the iconic landmarks of the region, like the bustling Central Station, the picturesque Pamban Bridge in Rameswaram, the majestic Thiruvalluvar Statue in Kanyakumari, and the serene Madurai Meenakshi Temple. The enchanting performances of puliyattam and kuthu dancers in an old theatre set-up underscores/ accentuates the state’s deep connection with cinema.

    The song finally transitions to a tabletop featuring different cups and kitchen tables, narrating the unique relationship of a family and its common love for coffee that runs deep in Tamil Nadu’s veins. By seamlessly integrating these landmarks and cultural references, the coffee anthem offers a visually stunning and emotionally resonant journey through Tamil Nadu’s coffee culture, celebrating both its historical significance and contemporary appeal.

    Talking about the coffee anthem Tata Consumer Products president of packaged beverages, India & South Asia Puneet Das stated, “We are thrilled to partner with Arivu to bring forth this captivating coffee anthem, a melodious celebration of Tamil Nadu’s enduring love affair with coffee. Through music and visuals, we pay homage to a culture where every day feels like ‘Coffee Day.’ The partnership aims to celebrate and honour Tamil Nadu’s quintessential love for coffee, highlighting how it is an integral part of people’s daily lives in the region. The anthem encapsulates the essence of Tata Consumer Products’ branded coffee and its dedication to quality, tradition, and the love for a perfect cup of coffee. The inclusion of the signature tune “Shik Shik Shik” adds a unique and distinguishable element to the campaign, making it memorable/ resonant for the audience. This musical ode is a creative endeavour by the brand, highlighting the significant relationship between coffee, culture and cinema among consumers in the region. Music has the power to convey emotions and narrate stories, making this collaboration an innovatively impactful medium to pay tribute to the coffee heritage of Tamil Nadu.” he further added.

  • HUL’s Deepika Bhan to lead Tata Consumer Products’ packaged foods biz

    HUL’s Deepika Bhan to lead Tata Consumer Products’ packaged foods biz

    NEW DELHI: Tata Consumer Products (TCP) has roped in Deepika Bhan as the new president of the company’s packaged foods division in India. The appointment will come into effect from 27 April 2021.

    Bhan joins TCP from Hindustan Unilever, where she was global brand director – haircare for south Asia. She has had varied stints in sales, customer marketing, media, brand and category/ P&L roles in her career during which she has led large teams across brands and portfolios. She has also worked with PepsiCo and Tata Motors.

    “We are delighted to welcome Deepika on board to lead our foods portfolio. We aspire to build this business through agility, innovation and strengthening our brands, and Deepika will lead us in this exciting growth phase,” said Tata Consumer Products MD & CEO Sunil D’Souza.

    TCP's foods portfolio includes brands such as Tata Salt, Tata Sampann and Soulfull. In India, the company has a reach of over 200 million households, along with an annual turnover of Rs 10,000 crore with operations in domestic and international markets.

    “I’m looking forward to being part of this journey as we build the foods business on the base of the strong leadership position and iconic brands that the company has created. I’m particularly happy to be a part of the Tata Group- an organisation which is purpose-led and built on strong values,” Bhan stated.

    The announcement comes days after the consumer goods major appointed Puneet Das as president of its packaged beverages business in India and south Asia.

  • Puneet Das elevated to Tata packaged beverages president India & south Asia

    Puneet Das elevated to Tata packaged beverages president India & south Asia

    NEW DELHI: Tata Consumer Products (TCP) has elevated Puneet Das as president – packaged beverages, India and south Asia. Das, who has been associated with Tata Consumer Products since 2017, was earlier senior vice president- marketing for the India beverages business.

    Das takes over from Sushant Dash, who was recently named chief executive officer for coffee chain Starbucks in India. 

    Before joining Tata Consumer Products, Das held senior marketing roles in companies such as Marico, PepsiCo, GSK Consumer. He comes with about 20 years of experience in the FMCG sector, having worked in India, Africa and other international markets.

    In a recent statement, TCP stated that Das has played a crucial role in formulating marketing strategies for Tata Tea and Tata Coffee Grands. 

    "We are happy to elevate Puneet Das as president for packaged beverages. This is in line with our aspiration to recognise and groom internal talent. We have an exciting time ahead for our packaged beverages business with focus on scaling up our distribution and reach, building on product innovation while strengthening the core portfolio. Puneet’s appointment comes at a time when the organisation is going through its transformation journey and we are confident that his experience and leadership will help us accelerate the business and achieve new heights," said Tata Consumer Products managing director & CEO Sunil D'Souza. 

  • Tata Tea focuses on West Bengal in regional marketing blitz

    Tata Tea focuses on West Bengal in regional marketing blitz

    NEW DELHI: Tata Tea Gold has initiated a hyperlocal strategy to its marketing, shifting the needle from not just celebrating ‘India pride’ but to also evoking ‘regional pride’. The brand aims to usher in a new era of hyperlocal advertising and communication in the FMCG category and stay away from the clutter. So far, it has released campaigns for Odisha, Delhi, UP, and is extending to other states.

    In its quest to celebrate regional pride, the brand has recently launched its latest film focusing on West Bengal.

    The campaign is aimed at celebrating the ‘Bengali way of life’. When it comes to their love for food, the people of West Bengal take great pride in their rigorous selection, approach and an eye for detail. The new campaign is a celebration of this uniquely Bengali cultural code – khutkhute-ness – that is evident in everyday situations.

    The film, conceptualised by Mullen Lintas and created by veteran Bengali filmmaker Shoojit Sircar, opens in a Kolkata street food stall where a young office going woman, who has just taken the first bite of jhalmuri, stops in between and asks the vendor to give crunchier ones. More such illustrations follow, whether it is for measuring the exacting thickness in a perfect plate of kosha mangsho or the softness and warmth of a roshogolla or the right firmness in a fish, all showcasing the Bengalis’ penchant for perfection in every little thing around food. It reaffirms that Bengalis will never settle for anything less than perfect.

    The film then pans out to a woman asking for aromatic tea leaves. While evaluating some tea in her hand, she looks unsatisfied. She asks for tea that would lend the taste buds a relishing flavour. The shopkeeper hands over the shiny gold pack of Tata Tea Gold, assuring her of a flavourful tea.

    Tata Consumer Products senior vice president marketing – packaged beverages Puneet Das said, “We wanted to celebrate the West Bengal way of life by bringing alive this core idea of ‘a perfectionist mindset’ of Bengalis, especially when it comes to their everyday food and beverage choices. This is very well expressed through this colloquial term of khutkhute-ness and we have tried to capture this through situations that will be relatable to most Bengalis.”

    Mullen Lintas chief creative officer Garima Khandelwal added, “The journey of this commercial was about landing on an insight that holds completely unmistakably true for the region, just how many brands of Tata Tea portfolio are doing with region-specific insights that evoke extreme relatability and makes the tea one’s own. What followed was then sharpening it with creative juices and partnering with the right talent. While sarcasm has long been the brand tonality, this was the first time we attempted it, in this humorous avatar.

    A few weeks ago the brand launched its film focusing on Odisha. It illustrates how the people of Odisha don’t indulge in unnecessary confrontation but shows them taking charge when it counts. The proposition of that campaign is ‘Kadak iraadon vale Odisha ke liye kadak Assam chai’.