Dentsu Impact’s #DeshKaKulhad campaign for Tata Tea Premium garners 4mn views on digital
As an ode to India’s 75th year of freedom, Dentsu Impact, the creative agency from the house of Dentsu India, recently rolled out the second edition of the Tata Tea Premium Independence Day campaign, #DeshKaKulhad.
The first edition of the initiative was launched last year on Independence Day to support the artisans of the Indian pottery industry. This year, the initiative has been scaled up with a follow-up campaign in an attempt to lend further support to the Indian Artisan community. The campaign brings alive the core proposition of diversity in India through different art forms of the #DeshKaKulhad collection.
The integrated campaign includes a film, a print ad, a digital presence through a website, a virtual AR experience, and multiple other digital assets. The film has garnered more than 4 million views to date across all digital platforms. The music video was produced by Galloping Horse Productions.
Speaking on the campaign, Anupama Ramaswamy, Managing Partner & NCD, Dentsu Impact says, “Nothing evokes a feeling of pride like Desh ki mitti. Aur issi mitti se bana Desh ka Kulhad, jisme kabhi na kabhi piya hai humne kulhad wali chai. Tata Tea Premium – Desh Ki Chai has stood for regional pride and this time we took forward last year’s idea by using the kulhads as a canvas to showcase India’s amazing diversity through various regional art forms. The film is an ode to the cultural diversity of this nation and a humble appeal to come forward and support the artisan community.”
Binodan Sarma, Vice President, Dentsu Impact adds, “This campaign is very close to our heart as it not only is for a good cause but also brings alive the best from every member of the team involved. Tata Tea Premium is a key client with whom we enjoy a similar vision to push the boundaries and deliver communication that not only touches hearts but lives in real. #DeshKaKulhad is a fine example of this partnership, and we will urge that more and more people watch, engage and support the noble cause.”
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