‘Ekshathei Gold – Being Together is Gold’ campaign celebrates the emotional value of togetherness, family conversations and shared moments over a cup of tea.
Kolkata, October 9, 2026: In a world where festive celebrations are often associated with expensive gifts and shopping, a new consumer study by Tata Tea Gold highlights a heartwarming truth: the most precious gift is often the gift of time.
According to the study conducted by Unomer across West Bengal, 68% of consumers aged 25–40 would prefer their loved ones to take time off and spend quality time together over tea and conversation rather than receive a premium festive gift or shopping voucher.
The study also highlights how quickly the festive season passes. As many as 83% of respondents said Durga Pujo ends before they feel they have spent enough quality time with their families, either every year or in most years. The findings underline the growing importance of meaningful family interactions amid busy schedules and festive commitments.
Tea continues to play a significant role in bringing people closer. According to the survey, 94% of respondents said tea gives their families a reason to pause and spend time together. A simple cup of cha creates an opportunity to sit down, share conversations and enjoy a few unhurried moments with loved ones.
Building on these insights, Tata Tea Gold has launched its Durga Pujo campaign, ‘Ekshathei Gold – Being Together is Gold’, celebrating the belief that time spent together is more valuable than material gifts. The campaign encourages families to cherish the seemingly ordinary moments that often become the most treasured memories over time.
The campaign’s television commercial tells the emotional story of a mother and son at two different stages of life. As a young boy, the son wishes that Pujo would never end so his mother would not have to return to work. Years later, as an adult, he finds himself wishing for the same thing — for his mother to stay a little longer. Their shared cup of Tata Tea Gold becomes a symbol of love, connection and the desire to spend more time together.
Commenting on the campaign, Sharat Verma, President, Packaged Beverages and Organic India, Tata Consumer Products, said that Pujo offers many reasons to come together, but often leaves families with limited time to simply enjoy each other’s company. He highlighted how a cup of tea can create a small but meaningful pause for conversation and connection, adding that the moments people treasure most are often the simplest ones.
Sandipan Bhattacharyya, Chief Creative Officer, Monks, said the campaign aims to transform an everyday cup of tea into a reminder of the value of shared moments. He emphasised that the most meaningful gift is not something wrapped in a box, but the time and presence people offer to their loved ones.
Adding to the festive spirit, Tata Tea Gold has introduced four specially designed packs featuring different Durga Pujo moments, including dhunuchi dance, sindoor khela and intimate family celebrations. Through these designs and its distinctive blend of rich tea and long leaves, the brand seeks to make everyday tea moments more special.
Through ‘Ekshathei Gold – Being Together is Gold’, Tata Tea Gold invites families to make one more cup of tea, have one more conversation and spend a little more time together this Durga Pujo — reinforcing the campaign’s central message: Time Together is Gold.
TVC Link: https://youtu.be/xntzbgUickw?si=kgXY9giuA6-RfqEe
