TATA TEA GOLD TEA TABLE BOOK - 2024

Tata Tea Gold, West Bengal's favourite tea celebrates Durga Pujo with the craft of Kumartuli captured in a Tea Table book

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–A Tea Table Book to capture the creation of the festive packs for Durga pujo using the craft of Kumartuli. 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 the festivities by creating sculptures pertaining to each day. 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. We decided to capture the entire journey of creating these packs through a Tea Table Book. The idea was to bring alive the stories of these master artists and craftsmen lost in the interiors of West Bengal. This was used as a part of the press kit to launch the festive packs and also as a corporate gift for the company’s stakeholders.

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.