This Odisha Day, Tata Tea Premium Salutes the Kadak Spirit of Odisha
On 1st April, Odisha Day (Utkal Dibas), Tata Tea Premium – Desh ki Chai, paid tribute to the state of Odisha by creating an enormous Sand Art Installation in association with the renowned Padma Shri Indian Sand Artist, Sudarshan Pattnaik.
While Odisha is known for its unique and diverse treasures, the people of Odisha are known for their resilience. Hence, the state that is 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.
With this insight, the Sand Artwork captured the ‘Kadak’ spirit of the people of Odisha and brought alive elements which are the symbols of pride for them. The Sand Art Installation gives a glimpse of the various elements that has put Odisha on a global map through the lens of culture, monuments, landscape, and heritage. The huge Konark temple, Mukteshwar Gate, Shanti Stupa, Odisi dancer in her gracious costume and the famous Puri beach, all bring out moments of joy for the people of this state.
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 Dibas, we are honored to partner with Sudarshan Pattnaik, a world-renowned Indian Sand Artist and a Padma Shri winner who hails from Odisha, to pay a tribute to this culturally rich state and celebrate the ‘kadak’ spirit of its people.”
Last year, the brand released an 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.