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Time of India

Tata Tea Premium's new film celebrates the flavour of Independence Day

Tata Tea Premium , the flagship tea brand from Tata Consumer Products , continues its commitment to honoring India's vibrant cultural heritage with the launch of the 2025 edition of its ' Desh Ka Garv ' campaign. Tata Tea Premium has been celebrating Independence Day over the years by blending everyday tea rituals with regional art -forms—this time through the Desh Ka Garv Collection of hand-painted artisanal kettles inspired by some of India's iconic artforms. Tata Tea Premium has consistently spotlighted India's rich folk and regional art through objects deeply woven into everyday chai rituals—be it the humble kulhad , the classic tea cup, or this year, the iconic kettle. Each edition, going beyond aesthetics; carries a deeper mission to preserve, promote, and pass on India's artistic legacy in ways that are both modern and meaningful. While the world is only beginning to rediscover the beauty of Indian craftsmanship, Tata Tea Premium— Desh Ki Chai —has long celebrated its place in everyday life. This year, in collaboration with Kaushalam —an organisation dedicated to preserving Indian folk art —the Desh Ka Garv Collection features hand-painted kettles inspired by regional art forms like Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari and Pattachitra . Each kettle is a cultural artefact, showcasing motifs of regional pride from across India—from the energetic Dhol of Punjab to the timeless Ghats of Uttar Pradesh. These are depicted through art forms that are uniquely regional and deeply woven into the cultural identity of the region. Bringing a contemporary edge to this year's campaign is a visually evocative film, crafted using AI that brings the rich tapestry of Indian art closer to today's generation, while celebrating its intrinsic essence. Celebrity singer Piyush Mishra further adds to the flavor of the film with his distinctive style as he lends his voice to the brand film . '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 and South Asia), Tata Consumer Products. '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. Over the years, this initiative has been our way of celebrating the rich culture of India, not just on Independence Day, but every day, by harnessing the power of art and technology that transcends time, place and generations through visually evocative storytelling. This year's rendition harnesses the power of AI to bring Indian art forms to life, in a celebration worthy of Independence Day.' Arnab Chatterjee, design head, Tree Design, added, 'In our country, there are artists still keeping alive age old traditions of storytelling through hand painting, which we have harnessed to showcase India's diverse art forms and brought them alive on Tea Kettles as a fitting tribute to India's tea drinking tradition.' Azazul Haque, group chief creative officer, Creativeland Asia further states, 'This film is a first of its kind branded content that uses only AI and VFX to create hyperlocal content that proudly celebrates culture and art forms of India. Creating iconic regional motifs like dance forms of Kathak Odissi , in a never seen before ,visually stunning format , using AI was really challenging as not many have tried it before, and we hope consumers enjoy our ode to India.' Mrinalika Jain Bhardwaj, founder of Kaushalam, added, 'This collaboration is about giving folk art a new language. At Kaushalam , we believe that tradition is not just preserved in museums but thrives in everyday life. These kettles are not just functional objects—these are canvases to tell stories. We are proud to be associated with one of India's iconic brands, Tata Tea Premium.' Watch the film here: