Tata Tea Premium Celebrates Independence with ‘Desh Ka Garv’ Art Kettles

Tata Tea Premium Unveils ‘Desh Ka Garv’ 2025, Blending Freedom, Folk Art and Tea Culture

For Tata Tea Premium, Independence is more than a date it is the small freedoms we cherish daily. In India, a simple cup of tea symbolizes calm, community, and self-reliance, echoing the spirit of national pride. The brand’s 2025 campaign, ‘Desh Ka Garv – Pradesh Ki Kala’, draws a parallel between tea’s soothing nature and how India’s cultural heritage uplifts our collective spirit as a nation.

“At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India’s rich diversity is its greatest strength,” said Puneet Das, President, Packaged Beverages (India & South Asia), Tata Consumer Products.

Throughout the years, the campaign has used everyday chai elements from the classic teacup to the humble kulhad as canvases of regional pride. This year, the focus shifts to the tea kettle, transformed into a storytelling object adorned with India’s traditional art.

“With ‘Desh Ka Garv – Pradesh Ki Kala’, we are not just celebrating art—but preserving India’s rich tapestry, turning every Tea Kettle into a story of pride which consumers can now own,” Das added.

The 2025 collection features kettles painted with regional art styles, curated in collaboration with Kaushalam. Designs include Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari, and Pattachitra. Available exclusively on www.IndiakiChai.com, the proceeds will support Indian Army Vocational Development Centers, offering skill training for women across the country.

Arnab Chatterjee, Design Head at Tree Design, noted, “In our country, there are artists still keeping alive age-old traditions of storytelling through hand painting. We have harnessed this to bring Indian art forms alive on Tea Kettles as a tribute to India’s tea-drinking tradition.”

To add a modern dimension, the campaign also features a fully AI-generated brand film, voiced by noted artist Piyush Mishra. “This year’s rendition harnesses the power of AI to bring Indian art forms to life in a celebration worthy of Independence Day,” Das shared.

Azazul Haque, Group Chief Creative Officer, Creativeland Asia, described the film as a breakthrough: “This is the first-of-its-kind branded content created entirely using AI and VFX. Creating regional motifs like Odissi and Kathak dance in such a visually stunning AI-driven format was challenging, but we believe consumers will enjoy this ode to India.”

Mrinalika Jain Bhardwaj, Founder of Kaushalam, emphasized that the initiative celebrates both heritage and the beauty of everyday life: “Tradition isn’t just preserved in museums — it thrives in daily objects. These kettles are more than functional items; they are canvases that tell stories. We are proud to collaborate with Tata Tea Premium on this project.”

In its latest edition, Tata Tea Premium’s Desh Ka Garv once again celebrates the “true flavour of India,” reminding us that culture, like tea, is best savored every day—brewed with freedom, preserved with pride, and shared with joy.