Tata Tea Agni Leaf pays tribute to Bihar’s Tikuli artform in new Chhath Puja campaign

This Chhath Puja, Tata Tea Agni introduces its limited-edition festive packs adorned with the intricate Tikuli artform, a traditional hand-painting style from Bihar. Each pack pays homage to Bihar’s rich cultural tapestry while capturing the devotion and rituals of the four days of Chhath Puja: Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya.

These packs have been designed under the artistic direction of Ashok Kumar Biswas, recipient of the Padma Shri award, a pioneering Tikuli artisan. Each of the four festive packs tells the visual story of the four days of Chhath, illustrated through intricate Tikuli artwork. With the launch of these limited-edition Tikuli art-inspired festive packs, Tata Tea Agni Leaf continues its mission of celebrating regional pride and reviving traditional artforms that define the heart of Bihar.

Complementing the festive packs is the launch of an evocative TVC that encapsulates the essence of Chhath Puja, devotion, togetherness, and reverence for tradition. The film showcases families and loved ones coming together to perform the rituals and customs of each day with joy, reverence, and devotion. Supported by a soul-stirring song, it celebrates the spirit of Chhath through symbolic elements like kharna ki kheer, thekua, daura, and arghya. The video beautifully interweaves glimpses of the Tikuli-inspired festive packs, merging art, music, and tradition to evoke nostalgia and pride.

Commenting on the launch, Puneet Das, President – Packaged Beverages, India and South Asia, Tata Consumer Products, said, “Tata Tea Agni Leaf, the leading tea brand in Bihar and Jharkhand, has always believed that our role goes beyond offering a great cup of tea. It’s about being part of our consumers’ lives and the moments that matter most. Chhath Puja is one such moment, a festival of devotion, perseverance, and gratitude that binds families and communities together. Our limited-edition festive packs, inspired by Bihar’s timeless Tikuli artform, celebrate the beauty of each ritual from Nahay Khay to Usha Arghya and serve as a tribute to the state’s artistic legacy. We’re also proud to release our new TVC, which brings alive the festival’s emotional depth through music and imagery. Through this campaign, we celebrate the enduring spirit of Bihar while strengthening our bond with the people who’ve made Tata Tea Agni Leaf a cherished companion in every home.”

Commenting on the association, Ashok Kumar Biswas, said, “It has been a privilege to collaborate with Tata Tea Agni Leaf on this campaign and help to design the special Chhath Puja edition packs inspired by Tikuli art. With this, the brand has provided a wonderful platform to showcase Bihar’s artistic heritage and bring alive the beauty of Tikuli art to a wider audience. I am proud to see how a brand so deeply rooted in the region is helping revive traditional artforms and celebrate the rich culture of Bihar in such a meaningful and contemporary way.

Speaking about the campaign, Arnab Chatterjee, Tree Design, said, "We have been celebrating Tata Tea Agni's association with Chhath Puja for the past few years. Every year the endeavour is to highlight the rich art and culture of Bihar. This year we collaborated with Ashok Kumar Biswas to help bring alive the 4 days of Chhath with his beautiful illustrations using the Tikuli Artform. We captured nuances of each day using the exquisite skill of Ashok Kumar Biswas and his command over the craft of Tikuli Art to bring alive the packs as a homage to the 4 revered days of Chhath Puja.”