Tata Tea Premium has released the 2025 rendition of its annual Independence Day campaign ‘Desh Ka Garv’. This year, the tagline includes the phrase ‘Pradesh Ki Kala’, mixing national pride with regional artistry. The campaign video is a mix of regional art, AI-powered storytelling and a voiceover by singer‑actor Piyush Mishra. But an uncanny resemblance to an iconic Madhya Pradesh tourism advertisement throws it off.
In previous Independence Day campaigns, the Tata brand redesigned and sold kulhads and tea cups with regional art forms. This year, the vehicle of choice is kettles. They have been hand-painted with motifs such as the Taj Mahal of Agra to the dhol of Punjab in regional art forms, such as Warli, Gond, Madhubani, Kalighat, Phulkari, and Pattachitra.
The campaign’s visual storytelling hangs on AI and VFX, and animates regional Indian art in ways rarely seen in advertisements.
It’s a visual treat, and the use of AI not just adds life to the commercial but also binds it together, ensuring a smooth transition.
The ad is also representative of a growing tendency to invest advertising budgets in AI-powered visuals.
Two big problems
The nod to culture, regional pride, brand image and brand consistency works in Tata Tea’s favour. But the minute-long ad is not without a few hiccups.
First, the rhyming and music pairing in the ad feels forced. Singer Piyush Mishra has lent his voice to the commercial, but his magic gets overpowered by subpar writing.
In one stanza, he said, “Punjab mai baje dhol nagade hai, khet mai tote kitne sare hai, Punjab ka dil kitna bada hai, ketli par phulkari ka rang chada hai. (In Punjab, drums and bugles resound, Fields are teeming with parrots abound, The heart of Punjab is vast and grand, And the kettle wears the vibrant hue of Phulkari’s hand)”
The awkward narration undercuts the emotional flow and the audience’s connection with the song.
Second, the tune and rhyming resemble the viral Madhya Pradesh Tourism advertisement. In 2007, Madhya Pradesh Tourism rolled out an ad titled ‘Hindustan Ka Dil Dekha’, where the lyrics beautifully brought together the various spots a tourist cannot miss while visiting the state.
Even if it’s an unintentional melodic resemblance, it can distract viewers and dilute brand identity.
In emotionally-driven storytelling, authenticity in both word and sound matters as much as visuals. And that is where Tata Tea falls short.
Brand: Tata Tea Premium
Creative Agency: Creativeland Asia
Views are personal.
(Edited by Theres Sudeep)