NEW DELHI: Continuing with its blitz of hyper-local campaign promotions, Tata Tea Premium has released a new video paying tribute to the state of Odisha by creating a sand art installation in association with renowned sand artist Sudarshan Pattnaik, and celebrates the glory and heritage of Odisha.

The ad film shows the sand artwork capturing the kadak spirit of the people of Odisha and bringing alive elements which are the symbols of pride for them.

It further conveys the message that while Odisha is known for its unique and diverse treasures, the people of the state are known for their resilience and have stood strong every time they have been required to do so. 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.

Tata Consumer Products senior vice president – marketing, packaged beverages - India Puneet Das said, “The stunning architectures, history, dialects, vibrant art music and dance forms make Odisha truly unique and diverse. On Utkal Dibasa, we are honoured to partner with Sudarshan Pattnaik, a world-renowned Indian sand artist and a Padma Shri holder who hails from Odisha, to pay a tribute to this culturally rich state and celebrate the kadak spirit of people of this state.”