Tata Tea Premium Rolls Out AI-led ‘Desh Ka Garv’ Campaign Celebrating Regional Indian Art
Tata Tea Premium launched its 2025 ‘Desh Ka Garv’ campaign for Independence Day, featuring hand-painted kettles and an AI-generated film showcasing India’s regional art forms.
Celebrating Regional Art Through Hand-Painted Kettles
Tata Tea Premium partnered with Kaushalam to create a limited-edition kettle collection, showcasing traditional Indian art forms like Warli, Gond, Madhubani, and more. Each kettle features regional motifs, blending India’s tea culture with visual storytelling.
The hand-painted kettles are more than just functional items; they are works of art that showcase India’s rich cultural diversity. The design of each kettle tells a story that honors the traditions of Indian craftsmanship while tying in the brand’s heritage of delivering premium tea to Indian homes.
AI-Powered Brand Film
Tata Tea Premium’s film, narrated by Piyush Mishra, blends AI imagery with India’s cultural themes.Puneet Das emphasized the campaign’s aim to preserve India’s heritage and transform tea kettles into symbols of pride through AI and art.
Preserving and Promoting Folk Art
The ‘Desh Ka Garv’ campaign brings together modern technology and traditional art. Azazul Haque, Group CCO of Creativeland Asia, discussed the challenge of using AI and VFX to create hyperlocal content celebrating India’s diverse art forms, including Kathak and Odissi dance..
Mrinalika Jain Bhardwaj, founder of Kaushalam, expressed the importance of giving folk art a new language and platform. She explained, “At Kaushalam, we believe tradition thrives in everyday life. These kettles are not just functional objects—they are canvases to tell stories. We are proud to collaborate with Tata Tea Premium, an iconic brand, to bring these stories to life.”
A Powerful Tribute to India’s Heritage
Tata Tea Premium’s ‘Desh Ka Garv – Pradesh Ki Kala’ campaign blends AI technology with traditional folk art to celebrate India’s regional art and culture.. It offers a unique experience for tea drinkers, honoring heritage and craftsmanship while introducing a dynamic, inclusive approach to marketing.
