Bengaluru – April 23, 2024: Tata Tea Kanan Devan, a beloved tea brand in Kerala, proudly announces its participation in the esteemed Thrissur Pooram Festival with a captivating consumer engagement initiative. Embracing Kerala’s quintessential art form, Kathakali, Tata Tea Kanan Devan invites festival-goers to immerse themselves in a cultural journey like never before.
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, allowing participants to spin and reveal one of the nine “rasas” or facial expressions from Kathakali. 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 rewarded with Tata Tea Kanan Devan packs, creating a memorable brand experience.
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.
Mr. Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, expressed his enthusiasm for this unique consumer engagement, stating, “At Tata Tea Kanan Devan, we cherish our deep connection to Kerala’s cultural heritage. Kathakali is a cultural treasure, deeply embedded in the social, cultural, and artistic fabric of Kerala. Through this immersive initiative, we aim to strengthen the brand’s bond with the people of Kerala while nurturing a sense of local pride in the state’s rich artistic traditions. As Tata Tea Kanan Devan continues to integrate into Kerala’s cultural tapestry, this activation underscores the brand’s enduring dedication to celebrating local heritage.”
Mr. Sadanam Krishnan Kutty, the Kathakali maestro, shared his thoughts on the event, remarking, “I am delighted to be part of Tata Tea Kanan Devan’s homage to Kerala’s artistic legacy. This initiative beautifully showcases the deep connection between Kathakali and our cultural identity.”
As Tata Tea Kanan Devan continues to enrich Kerala’s cultural landscape, this activation stands as a testament to the brand’s commitment to heritage and innovation.
