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.

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 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.”

Mr. Sadanam Krishnan Kutty, the Kathakali maestro shared his thoughts on the event, remarking, “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.”

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.