Love is in the air…
Says my Cuppa!
What greater love story could there be, than a love story, that inspires us through one of the most magnificent structures in the world?
Trisha Bachkaniwala, Communication design student takes the testimonial of endless love the monument ‘Taj Mahal’ to Gen Z’ by hypothetically proposing it as your daily cuppa aligning with the Unilever brand ‘Brook Bond Taj Mahal Tea’.
The imperial court documenting Shah Jahan’s grief after the death of Mumtaz Mahal illustrates the love story held as the inspiration for the Taj Mahal. Not a piece of architecture, as other buildings are, but the proud passions of an emperor’s love wrought in living stones.
Brooke Bond Taj Mahal Tea is one of India’s most loved indigenous tea brands. It started in 1966, in a tea taster’s chamber in Kolkata, and was established as a premium tea brand made from leaves of Upper Assam. It was popularized by several campaigns, including the ‘Wah Taj!’ campaign, which was all embodied by several excellent icons of classical dance and music, embodying the brand’s excellence and rigour in tea-making.
The packaging design proposed incorporates and expands on design traditions of Persian and earlier Mughal architecture. The ‘hearts’ cleverly added to the design take it to the new younger audience who will continue the tradition of tea drinking for generations across India.
The different looks of the Taj Mahal at different times of the day is what makes it so special from other structures. As each household has its tradition of Tea’ and it is had during different times of the day across India, the proposed packaging tries to bring in these elements to add to a new experience by blending different flavours for different times of the day.
Tea has an ancient heritage, dating back 5,000 years, revealing a rich cultural history. The credit for creating India’s vast tea empire goes to the British, who discovered tea in India and cultivated and consumed it in enormous quantities between the early 1800s and till India’s independence from Great Britain in 1947. However, this was something they could not take back with them. As the tradition continues today and the Industry soars to India’s tea market estimated to be worth approximately Rs 10,000 crore.
Today, India is one of the largest tea producers in the world, with over 70 per cent of the tea being domestically consumed. The Indian tea industry has grown to own many global tea brands and has evolved into one of the most skilled tea industries in the world.
According to provisional data of the Tea Board of India, exports, in value terms, stood at Rs 3,970.37 crore (US$610.2 million) in the 10 months of the current fiscal year, up by about 2.5 % from Rs 3,874.82 crore (US$595.4 million). (March 20, 2018).
Here’s raising a toast to the new decade of tea lovers with new stories of love with every sip of ‘Noor ‘Ishq and ‘Arsh !
Disclaimer: All creatives are hypothetical classroom projects.
All rights reserved.
Creative Mentor: Program Director — Utkarsha Malkar
Utkarsha Malkar | Author | Design Thinker | Creator —
A desire to understand the world and to improve it always remains at the core.
Design is a managed process and my quest for knowledge is subject to an
inquiry of the apparent, the imagined and the recalled.
As I speculate and design, my liberty of self-expression is in direct
correlation to my existence and knowledge.
