Tata Tea Gold’s New Campaign Portays Bengali Cultural Code

Tata Tea Gold has introduced its latest campaign, glorifying the nuances of Bengali culture. The campaign continues to celebrate the ‘Bengali way of living’ and their no-compromise attitude, especially when it comes to food and tea choices. 

The selection process regarding their food choices is a matter of pride for the Bengalis and through this campaign, Tata Tea Gold continues to celebrate the Bengali cultural code, the ‘khutkhute-ness’, that is evident in everyday situations.

The TVC, conceptualised by Mullen Lintas and created by veteran Bengali filmmaker Shoojit Sircar, is set in a quintessential Bengali environment, and portrays in an authentic yet humorous manner how discerning Bengalis are about their food, ensuring that everything—from the tiniest ingredient to the overall flavour—is perfect (‘khutkhute-ness’). This sentiment extends to their love for tea too making Tata Tea Gold the preferred tea brand in West Bengal.

The film opens in a train compartment, where a young man offers traditional Bengali kachoris with cholar dal to his fellow passengers, only for them to reject it due to the absence of shredded coconut in the dal. This attention to detail for food is echoed through various everyday scenarios. From selecting the perfect Gandhoraaj Lebu (lemon) to preparing the ideal aloo tarkari with luchis, and waiting for mustard sauce before enjoying a bite of fish fry, the film depicts that Bengalis take their food very seriously. The film then pans out to a woman asking for the aroma-enriched tea leaves that would lend the taste buds a relishing flavour. Scanning through the loose tea to get the right flavour, the shopkeeper hands over the pack of Tata Tea Gold, assuring her of a flavourful tea. 

It concludes with the characters enjoying a perfect cup of Tata Tea Gold, underlining the brand's promise of delivering a quality blend that satisfies even the most discerning palates.

EE News Desk

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