Tata Tea Premium, the flagship brand of Tata Consumer Products, has launched the 2025 edition of its Independence Day campaign ‘Desh Ka Garv – Pradesh Ki Kala’, celebrating India’s rich cultural legacy through an exclusive collection of hand-painted kettles. In collaboration with Kaushalam, the campaign showcases regional art forms like Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari, and Pattachitra—transforming everyday tea kettles into artistic tributes to Indian heritage.
This limited-edition collection is available on www.IndiakiChai.com, with 100% of proceeds dedicated to empowering women through Indian Army Skill Development Centres. The campaign also features a striking AI-generated brand film voiced by singer Piyush Mishra, presenting classical dance forms such as Kathak and Odissi in a visually immersive format.
In Guwahati, the campaign has garnered strong consumer interest. Retailers note a growing preference for culturally resonant and artisanal products, especially among younger buyers seeking deeper connections with regional identity. Assam’s tea-savvy consumers have responded positively, viewing the campaign as a thoughtful fusion of tradition, artistry, and modern technology.
