Tata Tea Premium brews the flavour of India with an artistic ode this Independence Day

Independence is not just a date on the calendar, it is about the little freedoms we enjoy every day. For Indians, having a cup of tea feels like a silent gesture of self-reliance by being a respite from the stress of the day and a break from the hustle. Tata Tea Premium's "Desh Ka Garv" campaign for 2025 effectively illustrates this analogy by reminding us that, in the same way that tea relieves tension in our thoughts, cultural pride uplifts our spirits as a country.

“At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India’s rich diversity is its greatest strength,” said Puneet Das, President, Packaged Beverages (India & South Asia), Tata Consumer Products.

Over the years, the campaign has used items that are closely related to everyday chai culture, such as the traditional tea cup, the simple kulhad, and now the iconic kettle, to highlight India's folk and regional art. “With ‘Desh Ka Garv – Pradesh Ki Kala’, we are not just celebrating art—but preserving India’s rich tapestry, turning every Tea Kettle into a story of pride which consumers can now own,” Das explained.

Kettles painted with regional designs were curated in partnership with Kaushalam, including Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari, and Pattachitra are part of this year's Desh Ka Garv Collection. Proceeds from the sale, which is only available on www.IndiakiChai.com, will go to Indian Army vocational Development Centers, which provide women with a variety of vocational training.

“Over the years, this initiative has been our way of celebrating the rich culture of India, not just on Independence Day, but every day, by harnessing the power of art and technology that transcends time, place and generations through visually evocative storytelling,” Das said.

Arnab Chatterjee, design head, Tree Design, shared: “In our country, there are artists still keeping alive age-old traditions of storytelling through hand painting, which we have harnessed to showcase India’s diverse art forms and brought them alive on Tea Kettles as a fitting tribute to India’s tea drinking tradition.”

The campaign's fully AI-generated film, which features vocalist Piyush Mishra as the voice actor, adds a contemporary touch. “This year’s rendition harnesses the power of AI to bring Indian art forms to life, in a celebration worthy of Independence Day,” Das further explained.

“This film is a first of its kind branded content that uses only AI and VFX to create hyperlocal content that proudly celebrates culture and art forms of India,” said Azazul Haque, group chief creative officer, Creativeland Asia. “Creating iconic regional motifs like dance forms of Kathak Odissi, in a never seen before, visually stunning format, using AI was really challenging as not many have tried it before, and we hope consumers enjoy our ode to India.”

As per the founder of Kaushalam, the initiative is as much about tradition as it is about ordinary beauty. “This collaboration is about giving folk art a new language. At Kaushalam, we believe that tradition is not just preserved in museums but thrives in everyday life. These kettles are not just functional objects—these are canvases to tell stories.  We are proud to be associated with one of India’s iconic brands, Tata Tea Premium,” stated Mrinalika Jain Bhardwaj, founder of Kaushalam.

Tata Tea Premium's celebration of the "true flavour of India" serves as a reminder that, like tea, culture is best enjoyed every day, conserved with love, and shared with pride, a daily brew of liberty.