Tata Tea Premium’s tribute to Odisha with sand art installation
The brand partners with Sudarshan Pattnaik to create a sand art Installation #OdishaKe Liye capturing the symbols of pride of Odisha
On Utkal Dibas or Odisha Day , brand Tata Tea Premium pays tribute to the state by creating an enormous sand art Installation in association with the renowned Padma Shri Indian Sand Artist, Sudarshan Pattnaik, to celebrate the glory and heritage of Odisha.
According to the brand statement, the culture rich Odissa known for its ‘Kadak Irade’, blends in well with the core proposition of TATA Tea Premium which offers a ‘Kadak Chai’ for the ‘Kadak Spirited’ people of Odisha. 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, it adds.
The sand art Installation gives a glimpse into the various aspects that make Odissa unique encompassing its culture, monuments, landscape, and heritage - the huge Konark temple, Mukteshwar Gate, Shanti Stupa, the Odisi dancer in her gracious costume, the very famous Puri beach of the state, etc.
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, capturing the essence of Odisha in its truest form. The re-launch of the product celebrated the pride of Odisha thereby showcasing elements that define the culture and emotions of the state in its entirety.