Archive · 16 Aug 2025
Tata Tea's Independence Day Ad Draws Comparison
Tata Tea created an Independence Day ad using AI to show regional art on kettles.
The ad has a singer and uses regional art styles like Warli and Gond.
However, the ad's song and rhyming are not well-received and sound similar to a tourism ad from Madhya Pradesh.
This similarity and the forced rhyming may hinder the ad's effectiveness, despite its use of AI and cultural references.
Tata Tea Premium released its 2025 Independence Day campaign ‘Desh Ka Garv’ featuring regional art.
The campaign uses AI and VFX to animate regional Indian art on hand-painted kettles.
The ad includes a voiceover by singer-actor Piyush Mishra.
The ad's rhyming and music pairing are considered forced and the lyrics are subpar.
The campaign's tune and rhyming structure resemble a Madhya Pradesh Tourism advertisement from 2007.
- Who
- Tata Tea Premium, Creativeland Asia, and singer-actor Piyush Mishra.
- What
- Tata Tea launched an Independence Day campaign called ‘Desh Ka Garv’ featuring regional art.
- When
- The campaign was launched for the 2025 Independence Day.
- Where
- The campaign features regional Indian art.
- Why
- The ad aims to promote national pride and regional artistry.
Critical Reception
Positive Reception
Creative Execution
Critical Reception
Subpar writing and forced rhyming detract from the emotional impact of the ad.
Positive Reception
The ad's visuals and use of regional art forms are visually appealing and innovative.
Brand Perception
Critical Reception
The similarity to the Madhya Pradesh Tourism ad undermines the brand's identity and message.
Positive Reception
The ad's focus on culture, regional pride, and brand image works in its favour.
- Brand
- Tata Tea Premium
- Campaign Title
- Desh Ka Garv
- Creative Agency
- Creativeland Asia
- Features
- AI-powered visuals, regional art
- Tagline
- Pradesh Ki Kala
- Voiceover
- Piyush Mishra