Tata Tea Kanan Devan Honors Kerala's Spirit on Kerala Piravi

Tata Tea Kanan Devan just launched a beautiful campaign to mark Kerala Piravi, the state’s formation day on November 1. This year, Kerala turned 69, and the brand—born in the misty hills of Munnar—wanted to honor its home in a special way.

Kerala Piravi Day commemorates the unification of Travancore-Cochin, Malabar, and the Malankara region in 1956, forging the modern state often dubbed "God's Own Country." For Tata Tea Kanan Devan – a "Son of the Soil" emblem rooted in the misty Kanan Devan Hills of the Western Ghats – this day is more than history; it's a personal milestone. 

"Tata Tea Kanan Devan has always been more than just a brand – it's a part of Kerala's story," said Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products. "As a Son of the Soil brand, we share a deep emotional connection with this land and its people. This Kerala Piravi, we wanted to celebrate Kerala's essence in a way that feels both cinematic and personal – through the film, the anamorphic installation, and innovative OOH."

• Tata Tea Kanan Devan Celebrates Kerala Piravi with Cinematic Tribute to God’s Own Country
• Kanan Devan Honors Kerala’s Heritage with Stunning 3D Display and Heartfelt Kerala Piravi Film
• Tata Tea Kanan Devan Marks 69 Years of Kerala with Campaign Showcasing the State’s Spirit and Culture

The heart of the campaign is a short film that feels like a love letter to the state. It starts with a single tea leaf catching the first light of dawn. Then the camera sweeps over lush green plantations, calm backwaters, and vibrant scenes of Kerala’s rich culture—Kalaripayattu warriors in action, graceful Mohiniyattam dancers, and the striking faces of Kathakali performers. The film, created by the agency Monks, captures the soul of Kerala in just a few minutes. "Our film brings these motifs to life, giving the viewer a dazzling glimpse into the beauty and heritage of God's Own Country," says Sonali Khanna, who leads the team at Monks in India.

To bring the celebration closer to people, the brand rolled out special packs with Kerala’s iconic symbols—coconut trees, Kathakali masks, and houseboats—printed on them. But the real magic happened on the ground. From October 30 to November 2, a stunning 3D display at Lulu Mall in Thiruvananthapuram came to life with moving images of backwaters, dancers, and tea gardens. Shoppers stopped to watch, take photos, and smile.

The campaign also lit up streets in Kochi, Thrissur, and Kozhikode with bright, eye-catching billboards that glowed with Kerala’s colors and energy.

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For Tata Tea Kanan Devan, this isn’t just advertising. It’s a celebration of a 60-year bond with the land and its people. Every cup of Kanan Devan tea, grown in the high ranges of the Western Ghats, carries a piece of Kerala’s story. This Kerala Piravi, the brand invited everyone to pause, sip, and feel proud of the place they call home.