Kanan Devan Unveils Experiential Kathakali-themed Consumer Engagement Campaign at Thrissur Pooram Festival

Bengaluru - April 23, 2024: Tata Tea Kanan Devan, a prominent tea brand in the heart of Kerala proudly announces its engagement in the prestigious Thrissur Pooram Festival with an immersive consumer engagement initiative. Embracing the quintessential art form of Kerala, Kathakali, Tata Tea Kanan Devan invites consumers to embark on a journey of cultural immersion and brand resonance unlike any other.

The highlight of the activation is a dynamic setup featuring two digital screens within Tata Tea Kanan Devan's stall. One screen hosts a fortune wheel, where participants spin to reveal one of the nine "rasas" or facial expressions from Kathakali. The excitement heightens as participants are then challenged to emote the revealed rasa in front of a camera-equipped screen. Utilizing cutting-edge AI technology, the software swiftly identifies and matches the participant's expression with the reference image. Lucky winners will be gratified with Tata Tea Kanan Devan packs, enhancing brand recall in a truly memorable manner.

This culturally immersive experience was inaugurated by esteemed Kathakali artist Sadanam Krishnan Kutty, a recipient of both the Kerala Sangeetha Nataka Akademi Award (2002) and the Central Sangeet Natak Akademi Award (2006). Renowned for his portrayal of classical roles and contemporary Kathakali plays, Sadanam Krishnan Kutty's presence adds an unparalleled aura of authenticity to the event.

"At Tata Tea Kanan Devan, we take pride in our deep-rooted connection to Kerala's cultural tapestry. Kathakali is a cultural emblem, ingrained in the social, cultural, and artistic life of the people. Through this immersive initiative, we aim to deepen the brand's connection with the people of Kerala while fostering a sense of local identity and pride in the state's unique art forms. As Tata Tea Kanan Devan continues to weave its narrative into the fabric of Kerala's cultural landscape, this activation serves as a testament to the brand's enduring commitment to celebrating local pride."

Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products,

"I am thrilled to be a part of Tata Tea Kanan Devan's celebration of Kerala's artistic heritage. This initiative beautifully showcases the deep-rooted connection between Kathakali and our cultural identity."

Sadanam Krishnan Kutty, the Kathakali maestro

As Tata Tea Kanan Devan continues to weave its narrative into the fabric of Kerala's cultural landscape, this activation serves as a testament to the brand's enduring commitment to heritage and innovation.

About Tata Consumer Products Limited

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks, and mini meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its food portfolio includes brands such as Tata Salt, Tata Sampann, and Tata Soulfull. In India, Tata Consumer Products has a reach of over 201 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 13,783 Crs with operations in India and International markets. The last 10-year financials are available on Historical financial data.

For more information on the Company, please visit our website www.tataconsumer.com

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