Celebrates regional pride and highlights #DilSeRich for Delhi and #Dumdaar Holi for UPites In line with its hyperlocal strategy, Tata Tea Premium – Desh ki Chai, launches exclusive festive packs in Delhi and Uttar Pradesh that brings alive the colourful festival of Holi. The exclusive ‘Holi festive pack' brings alive the true essence of Holi celebration in each of these states. Links to the Holi films – https://youtu.be/rJGv0fQyEG4 https://youtu.be/4kwfkBzEqt4 Delhi Tree on 21st DecUP Op 3 The Uttar Pradesh pack bring alive the festive fervor with the folklore of the traditional Lathmar holi, with visuals of Holi special delicacies like Ghujiya and Thandai amidst dance and music. The Delhi pack showcases the celebrations in true Delhi style with selfie-clicking couples celebrating Holi near iconic places of Delhi. The new packs are supported with digital films created specifically for both the regions tapping upon the cultural nuances of the festival. Speaking about the campaign, Puneet Das, Senior Vice President – Marketing, Packaged Beverages - India, Tata Consumer Products, said, “Tata Tea Premium aims to celebrate the festive spirit associated during these times by paying homage to the traditional elements associated with the festivities. The same festival is celebrated in different styles in each state. And we’ve tried to bring alive the true essence of Holi in Delhi and UP with our new packs that pays a sincere ode to the festival and heritage of each state.” While continuing to keep the festive spirits high, the brand strongly recommends consumers to follow all state related COVID guidelines to ensure a fun but safe Holi.