Tata Tea adds a dash of ethnicity to your cuppa

Kolkata : Call it adding a dash of local flavour and ethnicity or something else! As an interesting branding tool, Tata Tea Leaf, a prominent variant of Tata Tea, has now come up with a specially designed festive pack, especially for Bihar and Jharkhand markets, keeping in mind the region's most popular festival - Chhath Puja.

Tata Tea is India's largest packaged tea brand. At present, one in every three Indian households consumes tea from the brand's extensive range of variants. With four national and three regional brands, Tata Tea keeps the diverse preferences of its consumers in mind, offering a varied range of flavours and tastes in its portfolio of tea products.

The brand has created a special festival edition pack celebrating Chhath puja using Madhubani art details.

The whole move by the brand aims at paying tribute to the rich art and culture of Bihar and Jharkhand, tapping the popular traditional Madhubani Art, also known as Mithila Painting, an art form of the region used to narrate religious, folk, and cultural stories.

"Chhath Puja is the biggest and most renowned festival celebrated across Bihar and Jharkhand. Tata Tea Leaf celebrates the festive spirit associated during this time with traditional elements related with the festival. Inspired by the Madhubani art, a cherished local art form, the Tata Tea Leaf pack aims to bring alive the festivities in a unique, engaging and intricate manner, through its eye-catching design which is characterized by fine lines and bright colours.

As Tata Tea Leaf is a tea blend, specially made for people of Bihar and Jharkhand, we thought of paying a sincere ode to the festival and also the traditional arts and heritage of the state and region," says Puneet Das, Senior Vice President Marketing, Packaged Beverages – India, Tata Consumer Products, justifying the latest branding initiative.

The new pack is designed keeping in mind the fine details of the festival. The relatable visual symbols showcase an ornamented woman performing Arghya, prayer by offering water to the Sun God with a beautifully decorated Soop, a traditional tray with Puja elements in it.

The visual language of the pack with color scheme, symbols and imagery, are inspired by Chhath Puja and are chosen carefully to adorn the already festive looking base gold pack that radiates positivity, say the brand managers of the company.

Interestingly, Tata Tea Premium has also introduced three limited edition festive packs which celebrate the festive season using traditional arts of India. Launched as a collectible, the 'The Festive Art of India' collection is a celebration of the rich heritage and cultural diversity of India.

The collection not only celebrates the colourful euphoria associated with festivals like Diwali, but also promotes the vibrant art forms from different regions of our country. The move seems to be paying off, in terms of reaching out to consumers.

"Such initiatives certainly help a brand offering a sense of belongingness (with the brand) to the consumers," feel brand gurus.