Tata Tea Gold, the packaged tea brand of Tata Consumer Products, has launched its DurgaPujo campaign, ‘Ekshathei Gold – Being Together is Gold’, using consumer insights to highlight the value of shared family moments 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 findings also showed that 83% felt Pujo ended before they had spent enough quality time with family, while 94% said tea offered their families a reason to pause and connect.
The campaign features a television commercial depicting a mother and son at two stages of life, highlighting the enduring desire to spend more time together. Tata Tea Gold has also introduced four specially designed packs featuring festive occasions such as dhunuchi dance, sindoorkhela and family celebrations.
Sharat Verma, President, Packaged Beverages and Organic India, Tata Consumer Products, said the campaign celebrates everyday moments that become treasured memories over time.
Sandipan Bhattacharyya, Chief Creative Officer, Monks, said the campaign reinforces the idea that time and presence are more valuable gifts than material possessions.
Through the initiative, Tata Tea Gold is seeking to strengthen its emotional connection with consumers by positioning tea as a catalyst for family bonding during DurgaPujo.
