Tata Tea Gold has launched its Durga Pujo campaign, ‘Ekshathei Gold – Being Together is Gold’, built on the idea that time spent with loved ones can be worth more than any festive gift. The campaign draws on a consumer study by Unomer across West Bengal, which found that 68% of consumers aged 25-40 would rather have loved ones take time off for tea and conversation than receive a premium gift or shopping voucher.
The study also revealed that 83% of respondents feel Pujo ends before they have spent enough quality time with family, either every year or most years. At the same time, 94% said tea gives their family a reason to pause and spend time together.
The campaign film follows a mother and son at two stages of life. As a young boy, he wishes Pujo would never end so his mother wouldn’t have to return to work. Years later, as an adult, he makes a similar wish, this time for his mother to stay a little longer. A cup of Tata Tea Gold links the two moments, becoming a reason for one more conversation. Sharat Verma of Tata Consumer Products said a cup of cha can create a small pause to sit, talk and stay longer with someone you love. Sandipan Bhattacharyya of Monks added that the most valuable gift isn’t wrapped in boxes, it’s measured in time.
The campaign also extends to four specially designed Tata Tea Gold packs featuring Pujo moments such as dhunuchi dance, sindoor khela and family celebrations.
