News Desk, News Nation 360 : The largest-selling tea brand in West Bengal, Tata Tea Gold, is bringing the craftsmanship of Kumartuli to life this holiday season, as the heart of Bengal beats in unison with the colourful rhythms of Durga Pujo. Tata Tea Gold used technology to bring the limited edition holiday packs with a Kumaratuli theme to life. In keeping with the theme, the brand has also used cutting-edge animated OOH, which is a first for a brand in Kolkata. Designed to bring the celebrations to life, these hoardings exhibit exquisitely carved moving figurines in the Kumartuli style. The brand has launched a five-pack series that captures the essence of Durga Pujo through five symbolic elements: Dhaki, Shankho Dhwani, Ashtami Pujarin, Dhunuchi dance, and Sindoor Khela. Each element is depicted through meticulously sculpted figurines in the Kumartuli style. A unique QR code on each pack brings the figurines to life in an AR-Enabled environment, allowing consumers to project them into their home environments. To further amplify the campaign, a digital-led film has been launched, set in a traditional Bengali mansion. In the film, a sculptor from Kumartuli gifts kids miniature figurines representing the five elements. The film then transitions to the evening, where the kids are astonished to see the figurines come alive and join in the celebration, showcasing the fusion of tradition and technology that brings key elements of Durga Pujo to life. Commenting on this, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, stated that Tata Tea Gold has always taken pride in honouring the art, culture, and legacy of the area. The largest celebration in West Bengal is Durga Pujo. This year, they are honoured and humbled to showcase the sculptures of Kumartuli through their 360-degree celebratory campaign, in partnership with them.
Pic - Courtesy
