Tata Tea Gold, West Bengal’s leading tea brand, is celebrating Durga Pujo with a unique twist, showcasing the artistry of Kumartuli through limited edition festive packs. The initiative, themed “Kumartuli Art is the Heart of Bengal,” features a five-pack series that embodies the spirit of the festival across its five days: Dhaki, Shankho Dhwani, Ashtami Pujarin, Dhunuchi dance, and Sindoor Khela. Each pack contains meticulously sculpted figurines, enhanced by a QR code that activates an augmented reality experience, allowing users to project these elements into their homes.
In Kharagpur, local tea shops are buzzing with excitement as residents embrace the festive spirit. The Kumaratuli-themed packs have not only drawn in tea enthusiasts but also families looking to incorporate cultural elements into their celebrations. Retailers report increased sales, reflecting the community’s enthusiasm for both the tea and the rich traditions of Durga Pujo.
Additionally, Tata Tea Gold has launched animated outdoor advertisements in Kolkata, marking a pioneering effort for brands in the region. Puneet Das, President of Packaged Beverages at Tata Consumer Products, noted the campaign’s dedication to honoring Bengal’s heritage, stating, “We are delighted to present Kumartuli’s unparalleled artistry during this vibrant festival.”