TATA TEA GOLD DURGA PUJA FESTIVE SERIES PACKS - 2024

Tata Tea Gold, West Bengal's favourite tea celebrates Durga Pujo with the craft of Kumartuli

BRIEF: Tata Tea Gold with a strong market share in the premium tea segment in West Bengal, decided to use the occasion of 'Durga Pujo', to keep its loyal audience engaged with the brand.

IDEA - Five packs to celebrate the five special days

Durga Pujo, revolves around the creation of the ‘Durga Pratima’ or idol. The craftsmen of Kumartuli, the custodians of ancient artistry, breathe life into each idol with their skill. This festive ode to the craft of Kumartuli was the inspiration behind Tata Tea Gold’s festive series packaging. Steeped in local flavour, the packs celebrate the craft of idol-making by the sculptors of Kumartuli.

EXECUTION--We collaborated with 4 sculptors of Kumartuli to create the 5 packs symbolising the five days of puja by creating sculptures pertaining to each day.

The first pack showcased the 'Dhaaki'- the drummer

The second pack represented the start of the 'Puja'- showcased by the woman blowing the conch.

The third pack represented the third day - a day of worship and special rituals showcased by a worshiping woman

The fourth pack showcased the unique 'Dhunuchi' dance

The fifth pack showcased the celebration of victory of the Goddess wherein women celebrate by smearing vermillion on the feet and forehead of the Goddess besides each other.

While the packs narrated stories of each individual day, when placed together they created a whole, seamless picture representing the celebrations and rituals of the 5 glorious days of this unique festival.

CULTURAL CONTEXT: 'Durga Puja' is an annual ancient festival of the Indian subcontinent and pays homage to the Hindu goddess Durga celebrating her victory over the demon king Mahisasur. It is a festival with specific rituals, practices and symbols like the drummer, the conch blower, the worshippers etc. In the modern context the festival continues to hold its importance, with work coming to a standstill for these five days allowing the people to completely immerse themselves in the festivities. It is a UNESCO recognised intangible Cultural Heritage.