The Independence Day initiative features hand-painted kettles and AI-crafted visuals inspired by traditional art forms.

Tata Tea Premium, a flagship brand from Tata Consumer Products, has unveiled the 2025 edition of its Independence Day campaign, ‘Desh Ka Garv – Pradesh Ki Kala’. This year’s initiative celebrates India’s regional art forms by blending traditional craftsmanship with cutting-edge technology.

The campaign showcases a limited-edition series of hand-painted kettles, created in partnership with Kaushalam, an organisation working with folk artists. Each kettle is adorned with regional art styles like Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari, and Pattachitra. Motifs such as Punjab’s dhol and Uttar Pradesh’s ghats bring local culture to life through vibrant visual storytelling.

A key highlight is the campaign film, entirely crafted using AI and visual effects. Narrated by actor and singer Piyush Mishra, the film celebrates Indian art through futuristic storytelling formats aimed at engaging younger, tech-savvy audiences.

“Our hyperlocal strategy celebrates India’s cultural diversity,” said Puneet Das, President – Packaged Beverages (India & South Asia), Tata Consumer Products. “This campaign turns every tea kettle into a story of pride, combining heritage with innovation. By using AI, we bring timeless art forms to life in a way that resonates with every generation.”

Arnab Chatterjee, Design Head at Tree Design, added, “These kettles are a tribute to the artists who continue to preserve storytelling through hand-painted tradition.”

Azazul Haque, Group CCO at Creativeland Asia, said, “This is the first branded content piece using AI and VFX to spotlight Indian regional art in a visually unique way.”

Mrinalika Jain Bhardwaj, Founder of Kaushalam, concluded, “These kettles are more than objects—they are living canvases of tradition.”