MAM
Tata Tea Gold paints Pujo golden with 10 art-led festive packs in Bengal
MUMBAI: If Bengal’s Durga Puja is a painting in motion, then Tata Tea Gold has just framed it in gold. This festive season, the brand has launched a dazzling campaign Banglar Shilpi Shojjito Pujo featuring 10 limited-edition tea packs designed by celebrated Bengali artists, each capturing a different ritual of the five-day celebration.
The packs are more than packaging, they are canvases. From the thunder of the dhaak on Shashti to the swirling smoke of the dhunuchi dance on Nabami and the sindoor-smeared joy of Dashami, every pack is a stroke of nostalgia. Artists like Goutam Sarkar (acrylic realism), Gopal Naskar (myth-meets-modern pastels), Gourab Kundu (fluid watercolours), Anjan Bhattacharya (rich oils), and Joyeeta Bose (digital magic) have each lent their craft, creating a collectible series that doubles as an ode to Bengal’s artistic soul.
The campaign extends beyond shelves. A special festive TVC opens with a steaming cup of Tata Tea Gold in a Bengali household before the vapour spirals into colours that paint vibrant pandals, neighbourhoods, and rituals across West Bengal. Every transition becomes art itself with the film ending on the evocative line: “Banglar Pujo Ek Sonar Chhobir Mawto” (Bengal’s Pujo is nothing short of a golden painting).
“Durga Puja is not just a festival; it is an emotion that binds Bengal,” said Tata Consumer Products president for packaged beverages India & South Asia Puneet Das. “This year, by collaborating with local artists, we’ve brought those emotions alive on every pack, making Pujo feel as personal as it is collective.”
The initiative builds on Tata Consumer Products’ vast consumer base of 275 million Indian households and its wide portfolio from Tata Tea and Tetley to Tata Salt, Sampann, Soulfull and Ching’s Secret. With a consolidated turnover of Rs. 17,618 crore, the company is betting on art and authenticity to deepen its festive connect.
This Durga Puja, tea breaks in Bengal may just feel like gallery visits, cups steeped not only in flavour but also in festival, memory, and art.
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
