Tata Tea Gold, launches 10 festive packs inspired from the handloom styles of West Bengal for this festive season. 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 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 5 handloom styles : Kantha, Jamdani, Baluchari, Batik and Garad.
Tata Tea Gold has also unveiled a film, developed by Media Monks, that 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 child observing the similarity between the design of a Tata Tea Gold Jamdani-inspired pack and her mother’s Jamdani saree. Soon, a conversation takes place between the two, narrating about Durga Pujo celebrations, basking in the handloom artistry of the region. The film, along with a captivating song, brings to life some of the celebratory rituals illustrated on the festive packs.
“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.”Puneet Das, president – packaged beverages, India and South Asia, Tata Consumer Products, shared.
The film weaves a 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 dance draped in Batik prints, and the women playing Sindoor Khela dressed in Garad sarees.
“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,” Azazul Haque, chief content officer, Media Monks, said.