Tata Tea Premium’s latest campaign highlights the spirit of Odisha through Sand Art Installation

Tata Tea Premium Odisha campaign

On the occasion of Odisha Day, Tata Tea Premium partners with Sudarshan Pattnaik to create a Sand Art Installation #OdishaKeLiye to capture the spirit and the pride of the state.

On Utkal Dibas, Tata Tea Premium pays a tribute to the state by creating an enormous Sand Art Installation in association with the Padma Shri Indian Sand Artist, Sudarshan Pattnaik to celebrate the glory and heritage of Odisha.

While Odisha is known for its unique and diverse treasures, the people of Odisha are known for their resilience and have stood strong every time they been required to do so. Hence, the state that is known for its ‘Kadak Irade’ seems to blend in well with the core proposition of TATA Tea Premium.

Tata Tea and Odisha
Sudarshan Pattnaik with the finished sand work

With this insight, the Sand Artwork will capture the ‘Kadak’ spirit of the people of Odisha and bring alive elements which are the symbols of pride for them. The Sand Art Installation gives a glimpse of various elements that has put Odisha on a global map with the lens of culture, monuments, landscape, and heritage. The huge Konark temple, Mukteshwar Gate, Shanti Stupa, Odisi dancer in her gracious costume, the very famous Puri beach of the state, all bring out moments of joy for the people of the state.

Also Read: Tata Tea Premium unveils an Odisha-specific TVC celebrating the spirit and culture of the state

Speaking about the initiative, Puneet Das, Senior Vice President – Marketing, Packaged Beverages – India, Tata Consumer Products, said“The stunning architectures, history, dialects, vibrant art music, and dance forms make Odisha truly unique and diverse. On Utkal Dibasa, we are honored to partner with Sudarshan Pattnaik, a world-renowned Indian Sand Artist and a Padma Shri holder who hails from Odisha, to pay a tribute to this culturally rich state and celebrate the ‘Kadak’ spirit of people of this state.”

Last year, the brand came out with all new packaging designed especially for the region.



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