TATA TEA GOLD DURGA PUJA FESTIVE PACKAGING

Tata Tea Gold, with a strong market share in the premium tea segment in West Bengal, decided to use the festive occasion of Durga Pujo—the worship of Goddess Durga and the most important festival of the state—to keep its loyal audience engaged with the brand.
FIVE PACKS. FIVE DAYS.
FIVE ARTISTS.
FIVE ART MEDIUMS.
Durga Pujo is not just a festival—it’s an artistic expression of devotion across West Bengal. From rituals to celebrations, every moment is brought to life through art.
Inspired by this cultural richness, we transformed Tata Tea Gold packs into artistic canvases by collaborating with five artists from West Bengal, each with a distinct visual style, to create a series of 25 unique pack designs.
Each artist interpreted the symbols of the five days of festivities through a distinct artistic medium—acrylics, watercolours, oil paints, dry pastels, and digital art—bringing diverse textures and perspectives to the same celebration.
Each artist interpreted the five key days of Durga Pujo, bringing their own artistic lens to the rituals and emotions of the festival:
Dhaaki – The Drummer
The rhythmic heartbeat of Pujo, illustrated in five distinct artistic styles.
Shankhodhwani – The Conch-Blowing Ritual
The sacred sound that marks the beginning of festivities, reimagined through diverse visual expressions.
Pujarin – The Devotees
A symbol of prayer and ritual, captured uniquely by each artist.
Dhunuchi Dance
Movement, fire, and faith—depicted dynamically across styles.
Sindoor Khela - The Victory Celebration with Vermilion
A vibrant expression of joy and togetherness, interpreted in five different artistic voices.
Tata Tea Gold turned everyday tea packs into collectible works of art— each one capturing a moment of Pujo, and together, capturing its soul.