Tata Tea Leaf has launched a campaign for Chhath Puja to evoke regional pride in Bihar and Jharkhand. As part of the campaign, Tata Tea Leaf launched a special Chhath puja pack and has also associated with Bejod, the OTT platform of Champaran Talkies for the Chhath puja 2021 video song. The Chhath Puja song for 2021 by Bejod is built on the concept of ‘Chhath from Home’ keeping in mind the current pandemic situation. Tata Tea Leaf has come up with four special Chhath packs, one pack for each day of the four-day festival showcasing the customs associated with the day.
As a chai specifically made for Bihar and Jharkhand, Tata Tea Leaf understands the regional nuances and has developed a campaign to celebrate the much high-spirited festival which comes with all its grandness and vibrancy, Chhath Puja.
The special Chhath Puja pack highlights the elements of the festival and brings alive its true essence. The yellow color pack radiates with the festive images and truly reflects the emotions attached to Chhath Puja. The pack has been designed keeping in mind the small details associated with the festival to evoke a sense of pride among the people of Bihar and Jharkhand.
The first pack showcases the first day of Chhath- ‘Nahay Khay’ with devotees taking a ritual bath to mark the beginning of the festivities. The second pack brings alive the next day- ‘Kharna’ depicting the preparation of traditional offerings and prasad with devotion and care. This is followed by the third pack signifying the third day of Chhath- ‘Sandhya Arghya’ which captures the joyous spirit of the festival as people gather at the ghats in huge numbers to offer arghya and other natural offerings to the setting sun. The fourth pack visualizes the end of the festival with devotees offering prayers and Arghya to the rising sun on the last day as they near the end of their sacred fast.
Puneet Das, President, of Packaged Beverages, TATA Consumer Products, said, “Chhath Puja is the biggest and most renowned festival celebrated across Bihar and Jharkhand. Tata Tea Leaf celebrates the festive spirit associated with this time with traditional elements associated with the festival. The special Tata Tea Leaf Chhath Puja pack brings alive the true spirit of the festival. Our association with Bejod for Chhath Puja is an of its kind initiative to connect with the consumer by being part of the festivity. TATA Tea Leaf’s Chhath Puja campaign aims to foster a festive feel over a cup of tea, that is made especially for people of that region while celebrating with the entire family.
It is amazing to see how Tata Tea Leaf celebrates Chhath every year with its unique yet heart-warming campaign. Especially, this year they have taken it to a different level by diving deeper into our local culture, art, and tradition in such an interesting and exciting way. Tata Tea Leaf and Bejod together believe in the rich heritage of our region and we aim to showcase the same through our association for the Chhath Video.”
