TATA TEA GOLD DURGA PUJA FESTIVE SERIES PACKS

The Indian state of West Bengal is a huge market for Tata Tea Gold where it holds a good market share in the premium tea segment.

To keep its loyal audience engaged with the brand, we used the festive occasion of Durga Puja (Worship of Goddess Durga) as a platform for designing special edition packs and be a part of the festivity.

Durga Puja is a time when West Bengal is at its colourful best. It’s a time for women to adorn themselves in new sarees, selected from a wide array of traditional handlooms. This was the inspiration behind Tata Tea Gold’s festive series packaging. The packs were inspired from 5 traditional handloom styles of West Bengal: Kantha, Jamdani, Baluchari, Batik and Garad. We collaborated with 5 traditional weavers who had preserved this heritage over generations to capture the essence of each of the 5 special days of the festival in their respective craft and to narrate the story through the packs.

The packs were displayed at premium retail stores with exclusive counters using the pack elements.

Cultural Context
Durga Puja is an annual ancient festival of the Indian subcontinent which worships and pays homage to the Hindu goddess Durga. It is a UNESCO recognised intangible Cultural Heritage. Similarly, India’s handloom industry too has a long and illustrious history dating back thousands of years passed and preserved through generations and is steeped in the culture of the land, its history and evolution.