Tata Tea Gold Asks Bengal Whether Time Beats A Wrapped Gift
Tata Tea Gold has launched Ekshathei Gold, a Durga Pujo campaign arguing that the gift worth most this year is not in a box.
- Brand: Tata Tea Gold, Tata Consumer Products
- Campaign: Ekshathei Gold, Being Together is Gold
- Agency: Monks
- Study: conducted by Unomer across West Bengal
What The Ekshathei Gold Study Reports
Tata Tea Gold states that 68 per cent of consumers aged 25 to 40 surveyed in West Bengal would rather their loved ones took time off to spend together over tea and conversation than receive a premium festive gift or a shopping voucher.
The company also reports that 83 per cent say Pujo ends before they feel they have had enough time with family, and that 94 per cent say tea gives the family a reason to pause and sit down together.
The Film Leaves The Numbers Out
None of that appears in the work, which is the right decision. The film follows a mother and son at two points in a life. As a boy he wishes Pujo would never end, so his mother would not have to go back to work. Years later, grown, he is wishing for the same thing in different words.
A research finding stated on screen is an advertisement. The same finding performed by two people over a cup of tea is a story, and the audience arrives at the statistic without being handed it.
What The Brand And Agency Say
Sharat Verma, President, Packaged Beverages and Organic India at Tata Consumer Products, said Pujo gives families many reasons to come together but often not enough time to simply be together, and that a cup of cha can create that small pause.
Sandipan Bhattacharyya, Chief Creative Officer at Monks, said the intent was to elevate a simple cup of tea into a reminder of what matters, and that for a generation used to material giving the film argues presence is the better gift.
The thought also runs onto the shelf, through four Pujo packs covering moments including the dhunuchi dance and sindoor khela.
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