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<ul><li><keyword id="11908151" type="UNKNOWN" weightage="20" keywordseo="tata-tea-kanan-devan" source="Orion">Tata Tea Kanan Devan</keyword> has launched its <keyword id="11895879" type="UNKNOWN" weightage="20" keywordseo="onam" source="Orion">Onam</keyword> campaign that celebrates the human spirit to stay positive despite difficulties and limitations.</li><li>The campaign has been conceptualised by <keyword id="11908149" type="UNKNOWN" weightage="20" keywordseo="mullen-lintas" source="Orion">Mullen Lintas</keyword>, Bangalore</li></ul>As part of its Onam campaign, <keyword id="11908150" type="UNKNOWN" weightage="20" keywordseo="tata-tea" source="Orion">Tata Tea</keyword> Kanan Devan has launched a new TVC highlighting how Keralites celebrate the festival, despite current limitations. <div type="Youtube" id="0nD78d9VM7o" title="Celebrating the Unique Onam Spirit of Malayalees | Tata Tea Kanan Devan" thumbUrl="https://i.ytimg.com/vi/0nD78d9VM7o/mqdefault.jpg"></div> The ongoing feeling is that the pandemic has subdued the excitement and enthusiasm around many major festivals. Rising Covid cases, social isolation and travel restrictions means that the cheerful spirit may be dampened in many households. However, a well-known belief is that <keyword id="11908148" type="UNKNOWN" weightage="20" keywordseo="malayalees" source="Orion">Malayalees</keyword> take pride in their festivals and the celebrations that accompany them. The challenges posed by the pandemic have not dampened the spirit of Keralites who are celebrating Onam in their special way, all while taking the necessary precautions. The new Kanan Devan campaign is based on this central insight and affirms Keralites’ spirit in celebrating the festival spirit even in these times, weaving in the strong emotional connect. Focusing on this endearing aspect, the new TVC portrays how Onam celebrations, while being held very differently now, are still reflective of the true spirit of Malayalees. It features famous elements from the festival like <keyword id="11908147" type="UNKNOWN" weightage="20" keywordseo="pookalams-sadhyas-onam-markets" source="Orion">Pookalams, Sadhyas &amp; Onam Markets</keyword>, and how even in current circumstances, one can still look at the enjoying the occasion. For instance, if obtaining fresh produce from the local market this Onam is not possible, one can still use the harvest from their own backyard as an alternative. Likewise, since inviting relatives for <keyword id="11908146" type="UNKNOWN" weightage="20" keywordseo="sadhya" source="Orion">Sadhya</keyword> is a real challenge, one can still cherish the same meal at home with great aplomb. More such examples follow, all capturing how malayalees still continue to celebrate in their own special manners. This spirit is what makes Malayalees unique and Kanan Devan, the unique taste loved by Kerala celebrates the very same spirit. The film is created by director V. K. Prakash, one of Kerala’s most celebrated actor, takes over as the narrator in the film. The campaign was conceived by Mullen Lintas aimed at further strengthening the brand's connect with consumers in Kerala. Talking about the new campaign, Puneet Das, President - Packaged Beverages (India and South Asia), <keyword id="11908145" type="UNKNOWN" weightage="20" keywordseo="tata-consumer-products" source="Orion">Tata Consumer Products</keyword> said, “This year, Onam is again taking place amidst the ongoing pandemic. While this brings its own restrictions, this has not diminished the celebratory spirit for the festival in the least. Being an intrinsic part of Kerala households for decades as one of the state’s most loved tea brands, Kanan Devan is thrilled to launch the new TVC showcasing the Onam spirit in these times. This is our effort to celebrate the same spirit that renders Malayalis unique and Kanan Devan, the taste that Kerala loves. The campaign is in line with our goal to deepen the emotional connect the brand has always enjoyed in the state” More on the brand’s new campaign: Link to the TVC: <a href="https://www.youtube.com/watch?v=0nD78d9VM7o&amp;ab_channel=TataTeaKananDevan" target="_blank">Celebrating the Unique Onam Spirit of Malayalees | Tata Tea Kanan Devan</a> Credits: ·Creative Agency: Mullen Lintas, Bangalore ·Creative Team: Azazul Haque, Garima Khandelwal, Prasad Venkatraman, Johns Joy, Abhilash Mundayat ·Account Management: Lopamudra Bhattacharya, Chitrangda Gupta ·Account Planning: Ekta Relan, Sushma R Rao, Gargi Sarvankar ·Production house: Trends Ad Films ·Director: VK Prakash

Tata Tea Kanan Devan launches its Onam campaign to celebrate the festive spirit of Kerala

<ul><li>Over 828 hectares of <keyword id="624792" type="PERSON" weightage="20" keywordseo="tea-plantations">tea plantations</keyword> have been affected due to the cold temperatures </li><li>Tea production in <keyword id="28504" type="CITY" weightage="20" keywordseo="Kerala">Kerala</keyword> had taken a massive hit because of the floods, with estimated production down by 11% in November 2018 </li><li>Frost can destroy the crop and plantations have to be careful while cultivating as the affected area won’t yield any produce for three months thereafter</li></ul>The town of <keyword id="6389278" type="LOCATION" weightage="20" keywordseo="munnar">Munnar</keyword> and major tea plantations in Kerala in South India—known for its sunny skies and soothing seashores —woke up to frost over the past weekend. The surprising weather is the strongest sign yet that <keyword id="6361617" type="UNKNOWN" weightage="20" keywordseo="climate-change">climate change</keyword> poses a serious threat to the state’s sprawling tea plantations. The frost has affected over 828 hectares of the Kanan Devan Hills Plantations Company, an official from the company told <a href="http://www.newindianexpress.com/states/kerala/2019/jan/06/munnar-frost-828-ha-of-tea-plantations-hit-1921203.html">The New Indian Express.</a> The hills of Kerala’s <a href="https://www.thenewsminute.com/article/kerala-s-munnar-sees-sub-zero-temperatures-tourists-flock-frost-covered-town-94602">Munnar</a>, Kannimala, Chenduvara, Chittuvara, Seven valley and Nallathanni have been affected by the dip in mercury. While tea, being a sub-tropical plant, can survive cold temperatures, frost can usually destroy the crop and plantations have to be careful while cultivating, say experts. Frost usually sets in when temperature drops to less than three or four degrees and humidity levels reach less than 30. “It affects the bushes in the valley. During sunrise, when it starts melting the tender leaf gets burnt after which the affected area yields no crop for the next three months,” said R. Rajkumar, group manager of Glendale Estate in Nilgiris. Rajkumar added that it’s difficult to take precautionary measures because of the size of the tea plantations. However, for smaller areas ferns can be planted to cover the tea bushes, protecting them from frost. Frost isn’t the only thing threatening tea plantations. Tea production in Kerala took a massive hit last year because of floods, falling by <a href="http://www.teaboard.gov.in/pdf/Estimated_production_for_November_2018_pdf5245.pdf">11 per cent in November 2018</a> in comparison to the previous year. Last year, about <a href="https://www.thehindu.com/business/how-2018-offered-a-mixed-bag-to-the-tea-industry/article25808409.ece">44 hectares </a>of land was washed away in Kerala and <keyword id="20154" type="LOCATION" weightage="20" keywordseo="tamil-nadu">Tamil Nadu</keyword> because of the floods resulting in an estimated loss of about $820 million. Kerala has 35.01 thousand hectares of land dedicated to tea plantations producing over 56 million kgs, according to data from 2015-16, and has witnessed a decline in production in the past few years because of averse climate conditions. Bala Sarda, founder of Vahdam Teas told Business Insider that both the production and quality of tea are set to take a hit due to the current situation. “The production cost per kilo goes up naturally leading to an unstable situation for both manufacturers and buyers. And with a lower yield and poor quality, the prices too will also go up,” he said. North India, though, has a different story. Last week, the Tea Board of India had initiated a crackdown on the plucking of tea leaves during winters in Northern India, to discourage tea production of inferior quality, which could subsequently affect its pricing. Additionally, <a href="https://www.business-standard.com/article/markets/tea-likely-to-fetch-higher-prices-in-2019-auctions-on-output-shortfall-119010300060_1.html">reports suggest</a> that the 2019 tea auction could in fact see better pricing because of a shortfall in production. See more: <a href="https://www.businessinsider.in/in-photos-a-tea-plantation-in-south-india-sees-a-white-winter-as-temperatures-dip-unusually-to-below-freezing/articleshow/67433352.cms">In photos: A tea plantation in South India sees a white winter as temperatures dip unusually to below freezing</a> <a href="https://www.businessinsider.in/despite-a-second-consecutive-deficient-monsoon-india-is-poised-for-a-record-harvest/articleshow/66026566.cms">Despite a second consecutive deficient monsoon, India is poised for a record harvest</a> <a href="https://www.businessinsider.in/indias-first-ever-water-metro-has-the-potential-to-help-100000-islanders-living-in-the-area/articleshow/67381203.cms">India’s first ever ‘water metro’ has the potential to help 100,000 islanders living in the area</a>

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Tata Tea Kanan Devan launches its Onam campaign to celebrate the festive spirit of Kerala

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