Tata Tea Agni Leaf, the leading tea brand in Bihar and Jharkhand, has unveiled limited-edition festive packs inspired by Bihar’s 800-year-old Tikuliartform to mark this year’s Chhath Puja. The four packs illustrate the rituals of NahayKhay, Kharna, SandhyaArghya, and UshaArghya, blending Tikuli motifs with elements of Mithila painting under the artistic direction of Padma Shri awardee Mr. Ashok Kumar Biswas.
Complementing the festive packs is a new TVC that captures the devotion, togetherness, and reverence of Chhath Puja through evocative visuals and a soul-stirring soundtrack. The ad showcases families performing rituals, symbolic elements like kharnakikheer, thekua, and arghya, while highlighting the intricate Tikuli-inspired designs of the tea packs.
Speaking on the launch, Mr. Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, said the campaign celebrates Bihar’s cultural heritage and strengthens the brand’s connection with consumers. Mr. Biswas expressed pride in showcasing Tikuli art to a wider audience, while Mr. ArnabChatterjee of Tree Design highlighted the four-day storytelling brought alive through the artist’s illustrations.