Mumbai: As the vibrant tapestry of West Bengal adorns itself in hues of grandeur to warmly welcome the divine fervor of Durga Pujo, Tata Tea Gold, West Bengal’s favorite tea brand, joyously celebrates this festival with the launch of 10 festive packs inspired from the handloom styles of the state. Durga Pujo is a time when West Bengal is at its colorful best. This heralds a time for the women to adorn themselves with new sarees, selected from a wide array of exquisite traditional handloom and textile creations. This festive ode to the handloom heritage was the inspiration for Tata Tea Gold’s festive series Banglar Noksha Pujo packaging. The Tata Tea Gold festive packs are inspired from five handloom styles : Kantha, Jamdani, Baluchari, Batik and Garad.

Tata Tea Gold has also unveiled a specially crafted film, developed by Media Monks, that beautifully captures how Pujo is celebrated across the five days from Shashthi to Dashami. Each celebration has been depicted in the style of West Bengal’s rich handloom culture. The story unfolds with a curious child observing the similarity between the design of a Tata Tea Gold Jamdani-inspired pack and her mother's Jamdani saree. Soon, a captivating conversation takes place between the two, narrating about  Durga Pujo celebrations, basking in the iconic handloom artistry of the region. The film along with a captivating song, brings to life some of the celebratory rituals intricately illustrated on the festive packs.

The film weaves a rich narrative of West Bengal’s pride and celebrations, from the traditional conch blowing depicted on the Jamdani-inspired packs to the resounding beats of the Dhaki from the Kantha-inspired packs, the devotee (Pujaran) adorned in a Baluchari saree, the Dhunuchi dancer draped in Batik prints, and the women playing Sindoor Khela dressed in Garad sarees.

Reflecting on the essence of the new Durga Pujo campaign, Tata Consumer Products president - packaged beverages, India & South Asia Puneet Das shared, “As one of the most loved tea brands of West Bengal, we take pride in understanding the people and the local culture. As Durga Pujo is celebrated with such exuberance, we decided to pay homage to these festive celebrations through the famous handloom and textile art of West Bengal. We partnered with five well-known master weavers of West Bengal – Mrityunjoy Chakraborty for Kantha, Sahadeb and Shanksha Basak for Jamdani, Amitava Pal for Baluchari, Sukanta Nandy for Batik and Jiban Polisha for Garad to create special festive handloom designs, which served as inspiration for the design of Tata Tea Gold’s festive packs. These limited-edition special packs, steeped in local flavors, mirror the lively spirit of the festival, encapsulating its vibrant hues and energy. The film shows the visual narrative of the Durga Pujo celebration through our packs.”

Tree Design co-founder Arnab Chatterjee who had conceptualised the design said, “To capture the festive spirit of Durga Pujo, we decided to harness the immense beauty and depth of the textile and handloom weaves available in the state. Wearing new clothes on the days of Pujo is a tradition, which is why we decided to leverage the magic of West Bengal’s handlooms. We worked closely with master weavers going across the length and breadth of West Bengal and harnessed the magic of their craft to capture the festive fervour in the Tata Tea Gold Festive series packs.”

Commenting on the genesis of the campaign and the idea, Media Monks chief content officer Azazul Haque said “Durga Pujo for West Bengal is not just a festival, it is an emotion. When Tata Tea Gold designed the special festive packs showcasing the events during the different days of Pujo depicted in the handloom style of West Bengal, the brief for the campaign was simple- Celebrate Durga Pujo through the festive packs. And the film does exactly that. In the film, a mother proudly tells her daughter about the different Handlooms of West Bengal and how they are depicting the celebrations around Durga Pujo. The feeling of Durga Pujo is magical and we have tried to convey the same through this musical, celebratory film.”