This Tamil New Year, Tata Tea Chakra Gold launches a new promotion.

Tata Tea Chakra Gold is honoring the 'Tamizh style' of life this Tamil New Year with a new communication. 

"Driven by a desire for perfection, Tamilians take great pride in their methodical approach to all aspects of life, as well as their keen eye for detail." The new Chakra Gold campaign for Tamil Nadu "celebrates this very uniquely Tamilian code of life that is evident even in day-to-day situations," according to the firm.

The TVC was conceptualized by Mullen Lintas and directed by VK Prakash, one of the most acclaimed South Indian directors, and highlights ordinary scenes in the life of a Tamilian. In the TV commercial, we see a girl who is late for college hurrying downstairs to go but is unable to leave until her mother finishes writing the kolam (traditional rangoli) in front of the door. Only once her mother has finished the Kolam does the daughter get the green light to leave. More wonderful scenes are captured in the film, such as the ritual involving the thoran, a welcoming garland made of Mango leaves that is strung at the house door and must be done correctly.

In the scene, the Grandfather does it improperly and, oblivious of his fault, proudly exhibits his painting to the Pati (grandmother), who teaches him the 'right' technique. Multiple other Murais are followed in the film, such as making sure the Pandhakal stands straight during auspicious occasions, ladies of the house being fully ready only when jasmine flowers adorn her hair, and the proper way of closing a banana leaf during a meal that shows satisfaction and delight at having the meal - all of which demonstrate the importance of discipline, culture, and processes in Tamilian life. Toward the end of the TVC, the protagonists select Tata Tea Chakra Gold, which is prepared using the best techniques. 

"Tata Tea Chakra Gold is a blend specially crafted for Tamilians and celebrates the Tamil way of life," stated Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, of the introduction. Its revamped campaign continues to invoke Tamil Nadu regional pride, which is rooted in understanding the value of discipline and processes in a Tamilian's life. We discovered newer instances that are honored in our new TVC that showcase this tendency for following processes by going further into the rich culture of Tamil Nadu. Similarly, Tata Tea Chakra Gold is created through a meticulous process to offer a mix that allows customers to enjoy their cup of tea.

We also decided that the Tamil New Year was the appropriate moment to unveil the new ad honoring the distinct Tamil way of life." 

Hari Krishnan, CEO of Mullen Lintas, commented on the campaign's originality, saying, "Tata Tea Chakra Gold is not just any tea - it embodies the very essence of Tamilian culture." Similarly to the numerous traditional ceremonies that constitute the Tamil way of life. This marriage of product and knowledge inspired us to create a campaign that not only celebrates these rituals, but also the enormous pride that Tamilians have in observing them. Tata Tea Chakra Gold is already associated with quality and authenticity. And we are confident that the people of Tamil Nadu would agree.