Tata Tea Gold brings Kumartuli art to life with festive AR-enabled packs

As Durga Pujo fills Bengal with its vibrant energy, Tata Tea Gold, the top-selling tea brand in West Bengal, is celebrating this festive season by highlighting the artistry of Kumartuli. The brand has introduced limited edition Kumartuli-themed festive packs, utilizing technology to bring them to life.

Tata Tea Gold’s campaign, ‘Kumartuli Art is the Heart of Bengal,’ features a series of five-pack designs, each representing one of the five symbolic elements of Pujo: Dhaki, Shankho Dhwani, Ashtami Pujarin, Dhunuchi dance, and Sindoor Khela. These elements are depicted through figurines crafted in the traditional Kumartuli style. Each pack includes a QR code that, when scanned, activates an AR-enabled experience, allowing consumers to project the animated figurines of a dhaki playing the dhaak, a pujari performing aarti, or a dancer immersed in the dhunuchi dance into their home environments. This innovative "packtivation" seamlessly blends tradition with technology, making the essence of Durga Pujo more accessible and engaging.

The campaign extends beyond packaging with the introduction of animated out-of-home (OOH) advertisements, a first for a brand in Kolkata. These hoardings feature moving figurines styled after Kumartuli sculptures, bringing the festive spirit to life in a visually striking manner.

To further enhance the campaign, Tata Tea Gold has launched a digital-led film celebrating the spirit of Kumartuli. Set in a traditional Bengali mansion, the film begins with a Kumartuli sculptor working in the courtyard. Curious children, excited for Pujo, ask about their gifts. The sculptor presents them with miniature figurines representing Dhaki, a woman blowing the conch, Ashtami Pujarin, a man engaged in the dhunuchi dance, and two women celebrating Sindoor Khela. In the evening, the children place their figurines, which then come to life, joining in the festivities.

Commenting on the campaign, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, said, “Tata Tea Gold, West Bengal’s favorite tea brand, has always taken pride in celebrating the region's art, culture, and heritage. Durga Pujo is the biggest festival in West Bengal and this year, in collaboration with the sculptors of Kumartuli, we are humbled and delighted to present their unparalleled artistry through our 360-degree festive campaign.”