Tata Tea Premium Unveils AI-Powered campaign this Independence Day

Tata Tea Premium, one of India’s most cherished packaged tea brands under Tata Consumer Products, has unveiled the 2025 edition of its Independence Day initiative – Desh Ka Garv. This year's theme, Desh Ka Garv – Pradesh Ki Kala, pays homage to India’s diverse regional art forms through a unique collection of hand-painted kettles and an AI-powered campaign film enhanced with visual effects.

Celebrating India’s Rich Heritage Through Art
Conceptualised by Creativeland Asia, the campaign highlights significant moments from India’s post-Independence journey—such as the Green Revolution in Punjab and the 1982 Asian Games in Delhi—portrayed through traditional regional art styles. The AI-crafted visuals bring history to life with a fresh, modern touch.

Limited-Edition Art-Inspired Collectables
As part of the campaign, Tata Tea Premium has introduced an exclusive line of collectable tea sets and tin boxes. Each design showcases a landmark event through a distinct regional art form—for instance, the Hirakud Dam rendered in Patta Chitra and the Sanchi Stupa depicted in Gond art. These limited-edition pieces are available on indiakichai.com, with 100% of the proceeds going toward funding meals for underprivileged children via a partnership with The Plated Project.

Emotion Meets Innovation
Developed by Media Monks, the campaign’s television commercial weaves an emotive story that bridges the past and present, allowing viewers to reconnect with defining national milestones. Tata Tea’s localised storytelling approach ensures that the message resonates across India’s diverse regions and communities.

Visual Storytelling with a Cultural Soul
The campaign also features visually striking, regionally inspired packaging that beautifully represents key moments in post-Independence Indian history, bringing pride and nostalgia to the forefront.

Leadership Insight
Puneet Das, President – Packaged Beverages (India & South Asia) at Tata Consumer Products, shared that the campaign is a heartfelt celebration of India’s cultural pride—blending tradition, narrative, and social impact seamlessly.

In Summary

Tata Tea Premium’s Desh Ka Garv campaign is a powerful fusion of art, heritage, and purpose. By commemorating India’s milestones through vibrant regional artistry and emotional storytelling, the brand not only honours the nation’s legacy but also contributes to meaningful social change.

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