In the countryside – the Hindu BusinessLine
If India’s Olympic outing was mixed, with some moments of joy assured by the men’s hockey team, wrestler Ravi Dahiya, PV Sindhu, Mirabai Chanu and Lovlina Borgohain bringing home medals, even as some shooting hopes dashed, so the brands did not exactly stand out. . Moment marketing by Perfetti, Aditya Birla, P&G has created a controversial storm over the ethics of such opportunism.
Meanwhile, as we head into Independence Day week, brands are releasing a patriotic fervor.
One eye-catching independence campaign is Tata Tea Premium’s #DeshKaKulhad initiative. The tea brand unveiled a collection of Kulhads from different states handcrafted by Indian artisans. In collaboration with Rare Planet, a startup that promotes and works with the community of artisans across India, Tata Tea enlists a team of artisans to paint kulhads in regional styles depicting various themes that are the pride of this region. Craftsmen will be assigned a particular style of regional art, which they will have to use when painting – for example, Kalamkari, Gond, Madhubani, etc. They will organize a list of themes for each state representing monuments, history, food, festivals and culture. The kulhads will be put up for sale and the proceeds will go to Indian artisans. Additionally, part of this thoughtful initiative is a video anthem celebrating the artisans of India. Sung by singer and songwriter – Rituraj Mohanty – 2014 Raw Star winner in India and popular Sufi pop rock artist, the singer can be seen humming to tunes praising the talented Kulhad artisans from different parts of India.
The kadak spirit
Tata Tea Premium has been very busy as it has also released two new films celebrating the Kadak spirit of Mumbaikars and Maharasthrian women. This is part of his series of hyperlocal campaigns celebrating India’s rich cultural diversity and invoking regional pride. The brand has already published its hyperlocal campaigns in markets such as Uttar Pradesh, Delhi, Punjab, Haryana and Odisha.