Tata Consumer Products Limited, formerly Tata Global Beverages Limited, an Indian multinational trade goods company, headquartered in Kolkata, West Bengal, India. The company is a branch of the Tata Group and is currently the world’s second-largest manufacturer and distributor of tea. It is also a major producer of coffee. Tata Consumer Products Limited expanded its market tea under other major brands including Tata Tea, Good Earth Teas, and Tetley. Tata Tea is currently the biggest selling tea brand in India.
Tata Tea Leaf had recently launched its integrated campaign on the special occasion of Chhath Puja, to celebrate the culture of Bihar and Jharkhand and thereby to evoke regional pride. As part of this campaign, the brand, Tata Tea Leaf, had collaborated with Bejod, OTT platform of Champaran Talkies for the Chhath puja 2020 video song, and had also released a festive edition pack dedicated to this special festival of Chhath Puja.
Tata Tea Leaf had created this campaign to celebrate the festive occasion which comes with all its grandeur, jazziness, and liveliness, as a chai specifically made for Bihar and Jharkhand. The brand wishes to pay tribute to the vivid art and culture of the two states, tapping the Madhubani Art, (an art form of the region used to narrate popular folk).
Talking on the campaign, Puneet Das (senior vice president marketing, packaged beverages – India, Tata Consumer Products) said that this special Tata Tea Leaf Chhath Puja pack, which was motivated by the beautiful Madhubani art, cherishes local art form. This special edition aims at bringing alive the festivities in a unique, engaging, and complicated manner.
Tata Tea Leaf’s collaboration with Bejod for this Chhath Puja is one amongst its kind initiatives to connect with a larger consumer by being a part of the festival which is jointly celebrated by Bihar and Jharkhand. The Chhath Puja campaign urges its customers to hold together the festive vibe with a cup of tea, which is made especially for people of that region to celebrate along with their entire family.
Thus, Tata Tea Leaf urges everyone to enjoy every sip of your tea with the true essence and beauty of the festival.