Tata Tea Gold partners with Laqshya Media to bring dual-screen 3D anamorphic display at South City Mall, Kolkata, showcasing the quintessential handloom heritage of West Bengal through a fusion of technology and tradition.
The installation, on display from October 14 to 21, 2023, depicts the splendour of Durga Pujo through a tapestry of Bengal's five distinct handlooms. From the vivid conch blowing on the packaging to the rhythms of the Dhaki depicted on the Kantha-inspired designs, the display weaves a tale of Bengali pride and festivity.
Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, said, “Durga Pujo is a cultural extravaganza transcending the boundaries of celebrations by amalgamating culture, traditions, artistry, and devotion of people. Handlooms are an integral part of festive celebrations, and with our Banglar Noksha Pujo campaign, we aim to pay tribute to the resplendent cultural craftsmanship of the region. By leveraging cutting-edge technology for contemporary storytelling, we endeavour to celebrate West Bengal’s acclaimed handlooms, creating resonance with our consumers. Further, our limited-edition festive packs persist in recounting the awe-inspiring handloom heritage of the state.”
Yuvrraj Agarwaal, Chief Strategy Officer, Laqshya Media Group, said, “Embracing Tata Consumer with gratitude, we embark on an extraordinary journey during the Durga Puja festivities, harmonising the elements of Tea, Tradition, and Technology to create an unparalleled experience. Durga Pujo, a grand cultural symphony, orchestrates a seamless fusion of culture, traditions, artistry, and devotion, with handlooms as a vital part. Through this campaign, we pay homage to the region's rich cultural craftsmanship, weaving our story with consumers through the threads of never-seen-before technology.”
He added, “Our hearts brim with excitement as we unveil our role in illuminating West Bengal's cultural vibrancy with our cutting-edge Dual-Screen 3D Anamorphic Display. As the pioneering execution of its kind in India by any brand, it stands as a testament to our relentless pursuit of industry-first innovations, underscoring our unwavering commitment to pushing the boundaries of creativity and technology. We are unwavering in our quest to make out-of-home experiences more captivating and immersive, and this project embodies that very philosophy."
Sommnath Sengupta, CEO, Inventech, said, “With our successful 3D anamorphic outdoor installation and groundbreaking Dual-Screen 3D Anamorphic Display, we celebrate West Bengal's cultural craftsmanship beyond the ordinary. Our commitment to pushing creative and technological boundaries is evident in every thread, creating immersive connections. We've woven an experience that transcends tradition, leaving an indelible mark on consumers' hearts during the Durga Puja festivities,” he said.
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