Showcases and promotes the exquisite regional art forms of India.

Tata Tea Premium has introduced three limited edition festive packs which celebrate the festive season using traditional arts of India. Launched as a collectible, the ‘The Festive Art of India' collection, is a celebration of the rich heritage and cultural diversity of India. The collection not only celebrates the colourful euphoria associated with festivals like Diwali, but also promotes the vibrant art forms from different regions of our country.

The three distinct regional artforms include:

Uttar ki Phad Kalakaari or Phad Art from Rajasthan

Paschim ki Warli Chitrakaari or Warli Art of Maharashtra

Purv Ki Pattachitra Kala or, Pattachitra Art of Odisha and West Bengal

Speaking about the campaign, Puneet Das, Senior Vice President – Marketing, Packaged Beverages - India, Tata Consumer Products, said, “Tata Tea Premium, Desh Ki chai,  continues to celebrate the rich cultural legacy and showcase the ‘regional art’ associated with the festival season in India. Besides offering the ‘unique taste for India’, with Tata Tea Premium- Desh ki chai, the Premium Tin packs not just evoke regional pride, but also serve as a perfect gift for near and dear ones and can also be enjoyed as personal memorabilia.