Tata Tea Premium
One brand, five regional identities. Scores carrying the cultural character of each state while staying recognisably modern and recognisably Tata Tea.
Compose region-specific music representing the cultural essence of Tamil Nadu, Kerala, Telangana, Karnataka and West Bengal, foregrounding regional instruments while keeping a contemporary feel, and reflecting the emotion behind each state’s packaging design.
- Build culturally significant motifs around local instruments
- Keep each score modern by blending tradition with contemporary production
- Match the emotion and intent of the packaging design in each region
- Preserve authenticity without losing the brand’s universal appeal
Tamil Nadu
Nadaswaram with electronic beats. Traditional and energetic, symbolising vigour.
Kerala
Chenda rhythms with modern percussion. Serene and spiritual, evoking tranquillity.
Telangana
Dholak with melodic local string instruments. Playful and celebratory.
Karnataka
Veena with synthesisers. Elegant and artistic, portraying sophistication.
West Bengal
Tabla with subtle electronic undertones. Introspective and poetic.
Modern fusion
Traditional instruments produced alongside synths, ambient pads and contemporary rhythmic patterns, so each score sits in the present while remaining regionally authentic.
Emotional alignment
Each piece written against the emotion behind that state’s packaging design rather than against the region in general.
Motif resolution
Every track built to close on a defined motif carrying the packaging concept.
Regional scores
Fifty to sixty seconds each, one per state, with a distinct regional motif.
Motif endings
Each track resolving on a defined motif.
Final audio
Mixed and mastered files ready for integration with the packaging designs.
Custom region-specific motifs at production quality, carrying nuances unavailable from stock libraries and generic music databases.