Mumbai: In an enthralling homage to the vibrant culture of Bihar and Jharkhand, Tata Tea Agni Leaf, one of the leading tea brands introduces special festive packs and a special musical video celebrating the festivities.
The four-pack collection captures the customs and emotions unique to each day. Each day of the festival is depicted in a different style of Madhubani Art, the cherished artform of the Bihar.
The first pack, designed in the Godhna Style of Madhubani, uses black ink to depict the 'Nahaay Khaay,' the first day of the festival. The second pack illustrates the second day of 'Kharna', showcasing the preparation of the traditional prasad in the Kachni style of Madhubani, using monochrome shades. The third pack, dedicated to 'Sandhya Arghya,' captures the festive spirit as people gather at the ghats to offer Arghya to the setting sun in the Kohbar style of Madhubani. The fourth pack, curated in the Bharni style of Madhubani, portrays the final day of the festival- ‘Usha Arghya’ where devotees offer prayers and Arghya to the rising sun as they conclude their sacred fast.
To add more flavour to the Chhath festivities, Tata Tea Agni Leaf has also launched a music video- ‘Aava Mil Ke Chhath Manayi’. The specially created song brings alive the spirit of the festivities where families and loved ones across generations come together, perform rituals and customs associated with each day of Chhath with joy and reverence- a true celebration of their cultural heritage. The visual narrative is supported beautifully by a melodious song which invokes powerful symbols of the festivities like ‘kharna ki kheer’, ‘thekua’, ‘daura’, ‘arghya’ among others which tug at the heartstrings of all who continue to celebrate the great festival of Chhath.
Tata Consumer Products president of packaged beverages Puneet Das said, “ Chhath occupies a special place in the hearts of people in Bihar and Jharkhand. It is not only a festival but an emotion that people cherish and take pride in. This is why Tata Tea Agni has launched a special Chhath four-pack collection paying ode to the rich cultural heritage by diving deep into the world-renowned Madhubani artform and showcasing each day of the festival in a different style of Madhubani. The music video ‘Aava Mil Ke Chhath Manayi’ is created specially to capture the heart of the festivities- of families coming together and continuing to celebrate their inherited legacy with love and joy. This campaign proudly celebrates the spirit of togetherness and festivities, over a cup of tea!’’
Media Monks the Chief Creative Officer Azazul Haque said, ‘’ This campaign takes Hyper Local to the next level. Also choosing Chhath which is the biggest festival for the region, the idea was to connect with the people as one of them. The theme did just that. Chhath is a Festival of four days and not just one is a fact only someone from Bihar & Jharkhand knows and showcasing that on four packs is an idea that will connect with every person who celebrates this festival. For the video content, we wanted to convey the same and a festive music video conveying this message looked like the best idea. Also the idea is to give the people a new song as Chhath songs are a huge hit amongst the people who celebrate it.’’