Tata Tea Gold, a brand of Tata Consumer Products, has launched its DurgaPujo campaign, ‘Ekshathei Gold – Being Together is Gold’, leveraging consumer insights to strengthen its emotional connection with households in West Bengal during the festive season.
A study conducted by Unomer across West Bengal found that 68% of consumers aged 25–40 would prefer their loved ones to take time off for tea and conversation rather than receive premium festive gifts or shopping vouchers. The study also revealed that 83% of respondents felt Pujo ended before they could spend enough quality time with family, while 94% said tea gave their families a reason to pause and connect.
The campaign’s television commercial follows a mother and son at two stages of life, illustrating how the desire to spend more time together persists as family circumstances change. The brand has also introduced four specially designed packs featuring festive moments, including dhunuchi dance, sindoorkhela and intimate family celebrations.
Sharat Verma, President, Packaged Beverages and Organic India, Tata Consumer Products, said the campaign celebrates everyday moments that become treasured memories. Sandipan Bhattacharyya, Chief Creative Officer, Monks, said the narrative highlights time and presence as more valuable gifts than material possessions.
With its distinctive blend of rich tea and long leaves, Tata Tea Gold is positioning its product as part of everyday family bonding, encouraging consumers to share another cup and conversation during Durga Pujo.
