Ad Campaigns
Tata Tea Premium’s new Independence Day campaign celebrates regional pride
Mumbai: TATA Tea Premium-Desh Ki Chai, the flagship tea brand from Tata Consumer Products Ltd. is back this Independence Day with its #DeshkaGarv-Pradesh Ki Kala campaign. This campaign celebrates moments of pride from India’s glorious post-independence journey such as the Green Revolution of Punjab that contributed towards making the country self-sufficient in food grains, Delhi’s 1982 Asian Games that heralded the start of the Colour TV revolution, among other such events. In an attempt to immortalize these milestones and let consumers reminisce, the brand has launched a limited-edition regional art-inspired #DeshKaGarv collection. In line with the brand’s ethos of evoking national pride while celebrating regional glory, each set is exquisitely depicted in a unique regional art style inspired by India’s diverse state cultures.
The #DeshKaGarv collection has been created in association with The Plated Project, an organization that strives to solve the hunger crisis through art. Breathing life into India’s iconic post-Independence moments each set is vividly illustrated through innate regional art forms. For example, Odisha’s Hirakud Dam, which stood as the World’s Largest Earthen Dam at the time of its inauguration in 1957 depicted in Pattachitra Art Form, Madhya Pradesh’s Sanchi Stupa A UNESCO world heritage site depicted through the famous Gond Art Style from the state.
One can now proudly own a piece of history and culture by visiting www.indiakichai.com.
100 per cent of the proceeds from the collection will be used to sponsor meals for underprivileged children.
Commenting on the campaign, Tata Consumer Products president – packaged beverages (India and South Asia) Puneet Das said, “True to being ‘Desh Ki Chai’, Tata Tea Premium has always catered to diverse taste preferences and has been celebrating India’s rich culture and pride. This Independence Day we are thrilled to launch the #DeshKaGarv – Pradesh Ki Kala collection, beautifully captured through regional art forms that evoke collective pride. This campaign not only provides consumers an opportunity to own a piece of history but also see smiles on the faces of kids as 100 per cent of proceeds from this exquisite collection will be used to sponsor meals for the underprivileged, in collaboration with The Plated Project.”
Commenting on the collaboration, Chitresh Sinha, The Plated Project said “The Plated Project and Tata Tea Premium share a common ethos of creating impact and not just profits, so for us this is a great partnership. We worked with a set of extremely talented artists to ensure that we can create a collection that creates pride and conversations with every serve. We couldn’t have found a better way of celebrating our Independence Day!”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
