Steeping in Tradition: Tata Tea Agni Leaf Celebrates Chhath with Tikuli Art

Image Source: Medianews4U

Tata Tea Agni Leaf has launched limited-edition festive packs for Chhath Puja featuring Bihar’s traditional Tikuli art. Designed by Padma Shri awardee Ashok Kumar Biswas, the campaign honors regional heritage and rituals through packaging and a heartfelt TVC, reinforcing the brand’s commitment to cultural storytelling and community connection.

Tata Tea Agni Leaf Blends Tradition and Art in Chhath Puja Campaign

In a vibrant tribute to Bihar’s cultural legacy, Tata Tea Agni Leaf has unveiled a special campaign for Chhath Puja 2025, featuring limited-edition packs adorned with Tikuli art, an 800-year-old traditional painting style. The initiative celebrates the spirit of Chhath while spotlighting regional craftsmanship and storytelling.

Key Highlights from the Campaign:

Tikuli Art Revival

The festive packs showcase Tikuli art, a hand-painted style known for its intricate motifs and vivid colors.

The artwork was created under the direction of Padma Shri awardee Ashok Kumar Biswas, a renowned Tikuli artisan.

Depiction of Chhath Rituals

Each pack illustrates the four key days of Chhath Puja—Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya.

The visuals blend Tikuli with Mithila painting elements, offering a rich cultural narrative.

Emotive TVC Launch

A new television commercial titled “Aava Milke Chhath Manaayi” captures families performing Chhath rituals with joy and reverence.

The film emphasizes togetherness, devotion, and the role of tea in bonding moments.

Regional Focus and Brand Positioning

Tata Tea Agni Leaf is a leading tea brand in Bihar and Jharkhand, and the campaign strengthens its emotional connect with local consumers.

By integrating art and tradition, the brand reinforces its identity as a custodian of regional pride.

Cultural Impact and Reception

The campaign has been praised for reviving lesser-known art forms and promoting community values.

Social media reactions highlight appreciation for the brand’s authentic storytelling and visual aesthetics.

Broader Brand Strategy

This initiative aligns with Tata Tea’s ongoing efforts to celebrate Indian festivals through localized campaigns, blending heritage with modern branding.

Tata Tea Agni Leaf’s Chhath campaign is more than a festive promotion—it’s a canvas of culture, tradition, and heartfelt storytelling.

Sources: ET Brand Equity, afaqs!, Medianews4u

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