Tata Tea Premium unravels India's handloom legacy with 'Desh Ke Dhaage' campaign

On the eve of Independence Day, Tata Tea Premium launched the 'Desh Ke Dhaage' campaign paying homage to India’s diverse and unique art forms through a limited-edition pack collection inspired by the handlooms of the country.

From the grandeur of Banarasi Silk in Uttar Pradesh to the intricate Kanjeevaram from Tamil Nadu, from the illustrious Muga Silk of Assam to the exquisite Paithani of Maharashtra, each handloom spins a yarn of immense cultural pride.

The story of these packs has been knitted together in a film conceptualised by Mullen Lintas that celebrates India's vibrant handloom legacy.

The campaign film - 

Sung by singer Usha Uthup, who is a connoisseur of Indian Handlooms, the film aims to spreads smiles and warmth as it traverses the country, showcasing the diversity of India’s handlooms and thus tying India together into a beautiful sentiment of national pride.

Each frame is paying homage to the craftsmanship of skilled weavers who have intricately crafted our cultural identity. From the opulent Banarasi Silk of Uttar Pradesh to the soulful Phulkari of Punjab, the film weaves a story that not only communicates but also commemorates each of these handlooms from across India.

Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, said, “As we embark on this remarkable journey on the eve of Independence Day with the 'Desh Ka Garv' initiative, Tata Tea Premium celebrates the collective pride of our nation’s talented craftsmen, paying homage to their dedication, craftsmanship and their irreplaceable contribution to our cultural heritage. Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation's pride. Each sip of Tata Tea Premium brings not just the taste of excellence but also the essence of 'Desh ki Chai', a cup that knits all of us together in a tapestry of love, unity, and pride.”

Arnab Chatterjee, Co-founder, Tree Design, said, “While Tata Tea Premium celebrates the spirit of India every year with its Desh Ka Garv initiative, the brief this year was to make the thought even grander by tying it with an element that is unique to India’s heritage. Thus, this year, we decided to dive into India’s rich and vibrant handloom weaving culture. Dating back hundreds of years, the amazing thing is the variety available across the country and the talent which continues to practice handloom weaving and keep the artform alive and thriving. In collaboration with the Tata Tea Premium team, we carefully selected and partnered with eleven weavers across the country, resulting in a stunning limited edition pack collection, representative of the handloom culture of India across the North, East, West and Southern states of India.”

Hari Krishnan, CEO, Mullen Lintas, said, “It was exciting to work on something so unique. You rarely see a brand redoing its packaging as a tribute to an art form. The brief was simple, to celebrate India’s one of the most unique art forms of handlooms, through handloom-inspired limited-edition packs on Independence Day. The idea was right there, if you look at it, these threads are what form the fabric of the nation, they portray unique stories from across India through motifs embroidered onto their weaves. The way the film portrays these unique stories and inspiration behind each of these fabrics, through a mix of eye-catching animation and playful sing-song narration, makes for a delightful watch while landing the communication in an effective manner.”