Brands
Tata Tea Gold introduces ‘Banglar Noksha Pujo’ campaign with Laqshya Media’s Dual-Screen 3D Display in Kolkata
Mumbai: As the radiant festivities of Durga Pujo envelop West Bengal in an aura of vibrancy, Tata Tea Gold, the beloved tea brand of the region, magnificently commemorates the spirit of the occasion with an innovative twist. In a first-of-its-kind collaboration, Laqshya Media brings to life an extraordinary dual-screen 3D Anamorphic Display at South City Mall, Kolkata, showcasing the quintessential handloom heritage of West Bengal through a captivating fusion of technology and tradition.
The awe-inspiring installation, on display from 14 to 21 October 2023, eloquently depicts the splendour of Durga Pujo through an intricate tapestry of Bengal’s five distinct handlooms. From the vivid conch blowing on the Jamdani-inspired packaging to the enchanting rhythms of the Dhaki depicted on the Kantha-inspired designs, the display seamlessly weaves a mesmerising tale of Bengali pride and festivity. Symbolising a tribute to the region’s rich cultural craftsmanship, this groundbreaking initiative by Tata Tea Gold and Laqshya Media Ltd promises to captivate the hearts of onlookers and tea enthusiasts alike.
Commenting about the successful 3D anamorphic outdoor installation, Tata Consumer Products president – packaged beverages (India and South Asia) Puneet Das said, “Durga Pujo is a cultural extravaganza transcending the boundaries of celebrations by amalgamating culture, traditions, artistry, and devotion of people. Handlooms are an integral part of festive celebrations, and with our Banglar Noksha Pujo campaign, we aim to pay tribute to the resplendent cultural craftsmanship of the region. By leveraging cutting-edge technology for contemporary storytelling, we endeavour to celebrate West Bengal’s acclaimed handlooms, creating resonance with our consumers. Further, our limited-edition festive packs persist in recounting the awe-inspiring handloom heritage of the state.”
Laqshya Media Group chief strategy officer Yuvrraj Agarwaal said, “Embracing Tata Consumer with gratitude, we embark on an extraordinary journey during the Durga Puja festivities, harmonising the elements of Tea, Tradition, and Technology to create an unparalleled experience. Durga Pujo, a grand cultural symphony, orchestrates a seamless fusion of culture, traditions, artistry, and devotion, with handlooms as a vital part. Through this campaign, we pay homage to the region’s rich cultural craftsmanship, weaving our story with consumers through the threads of never-seen-before technology.”
He added, “Our hearts brim with excitement as we unveil our role in illuminating West Bengal’s cultural vibrancy with our cutting-edge Dual-Screen 3D Anamorphic Display. As the pioneering execution of its kind in India by any brand, it stands as a testament to our relentless pursuit of industry-first innovations, underscoring our unwavering commitment to pushing the boundaries of creativity and technology. We are unwavering in our quest to make out-of-home experiences more captivating and immersive, and this project embodies that very philosophy.”
Laqshya Media Group company – Inventech CEO Sommnath Sengupta joyously reflects on the success of the Tata Banglar Noksha Pujo campaign, emphasising the triumph of the 3D Anamorphic Display from conceptualisation to installation. “With our successful 3D anamorphic outdoor installation and groundbreaking Dual-Screen 3D Anamorphic Display, we celebrate West Bengal’s cultural craftsmanship beyond the ordinary. Our commitment to pushing creative and technological boundaries is evident in every thread, creating immersive connections. We’ve woven an experience that transcends tradition, leaving an indelible mark on consumers’ hearts during the Durga Puja festivities,” he said.
Brands
MS Dhoni joins Cars24’s Crashfree India as Goodwill Ambassador
Cricketing legend lends his voice to the fight against road fatalities in India.
MUMBAI: MS Dhoni has traded his cricket whites for a new kind of captaincy, one that aims to save lives on India’s roads. The former India captain has been appointed Goodwill Ambassador for Crashfree India, Cars24’s national road safety initiative. The move brings one of the country’s most trusted and disciplined public figures to a cause that desperately needs both credibility and urgency.
India continues to record the highest number of traffic fatalities globally. In 2024 alone, 1,80,000 people lost their lives on Indian roads, one every three minutes. The country has roughly 1% of the world’s vehicles but accounts for 11 per cent of global road deaths. Shockingly, 66 per cent of those killed were between 18 and 34 years old, the most productive age group, and nearly 10,000 were school students. Seven in ten fatalities were linked to overspeeding.
Dhoni, known for his calm judgment under pressure, did not mince words when speaking about the issue. “A vehicle gives you freedom, but it also gives you responsibility,” he said. “On our roads, too many people still see safety as a rule to follow only when someone is watching. That mindset has cost us far too much.”
He added: “We already know what is going wrong. We know how many lives are being lost. What we need now is not more excuses. We need more responsibility, more discipline, and more respect for life.”
For Cars24, the association goes beyond a celebrity endorsement. Founder and CEO Vikram Chopra described Dhoni’s involvement as a game-changer: “His understanding of Indian roads is grounded in lived experience. He holds us to a higher standard and his involvement challenges us to push this mission further.”
Crashfree India aims to shift the national conversation on road safety from reaction to prevention, from accepting deaths as routine to treating them as the urgent failure they are. With Dhoni on board, the initiative gains a powerful, trusted voice that transcends statistics and connects directly with millions of Indians.
In a country where dangerous driving is too often mistaken for confidence, Dhoni’s message is refreshingly clear: true strength lies in control, discipline, and respect for life. When one of India’s most respected captains decides to lead this fight, the conversation suddenly becomes much harder to ignore.
The roads just got a new captain. And this time, the goal is not to win a trophy but to save lives.
