Mumbai: Tata Tea Gold, the leading packaged tea brand in West Bengal, launches a new campaign celebrating the nuances of Bengali culture. The campaign emphasises the Bengali "khutkhute-ness"—their meticulous attention to detail, especially regarding food and tea choices. Tata Tea Gold continues to honour this cultural trait, highlighting how Bengalis leave no room for compromise when it comes to flavour and perfection.

The TVC, conceptualized by Mullen Lintas and directed by renowned Bengali filmmaker Shoojit Sircar, is set in a typical Bengali setting. It humorously portrays how Bengalis demand perfection, from choosing ingredients to preparing meals. The film opens in a train compartment, where a young man offers kachoris with cholar dal to his fellow passengers, only for them to reject it due to the absence of shredded coconut. This attention to detail is further reflected in scenes of selecting the perfect Gandhoraaj Lebu, preparing aloo tarkari with luchis, and waiting for mustard sauce before enjoying fish fry. The film closes with a woman seeking the ideal tea blend, and the shopkeeper hands her Tata Tea Gold, assuring her of a perfectly aromatic and flavorful tea. The characters then savour the perfect cup of Tata Tea Gold, underscoring the brand's promise of quality that satisfies even the most discerning tastes.

Tata Consumer Products’s president of packaged beverages (India and South Asia), Puneet Das said, "Tata Tea Gold is the leading branded tea in West Bengal and we wanted to continue celebrating the West Bengal way of life by refreshing this core idea of ‘a perfectionist mindset’ of Bengali’s especially when it comes to their everyday food & beverage choices. This is very well expressed through this colloquial term of Khutt-khuteness and we have tried to capture this through situations that will be relatable to most Bengalis.”

Mullen Lintas’s president and chief strategy officer Kishore Subramanian added, “In this latest campaign, Tata Tea Gold celebrates the deep cultural insight and pays homage to this ‘perfectionist’ nature of every Bengali. Sharply crafted with quintessential Bengali wit and sarcasm, and beautifully brought alive by the inimitable Shoojit Sircar, this film is a true testament to the brand's stance of always being culture-first.”