Tata Tea Gold Partners With Amazon Prime Video For ‘Shakuntala Devi’

Tata Tea Gold has partnered up with Amazon Prime, one of the leading OTT platforms to promote their “Dil Ki Suno” campaign. They have specially partnered with the upcoming movie “Shakuntala Devi” starring Vidya Balan to be released on July 31.

The movie is about a woman named Shakuntala Devi also known as the “Human-Computer” who listened to her heart and followed her dream. Tata Tea is the official beverage partner of the film and has launched a promotional video featuring Vidya Balan recently. In the commercial, she talks about how women are often torn between their minds and hearts and insist that women should follow their hearts and dreams just like Shakuntala Devi.

The company on commenting on this collaboration with Amazon Prime said that now OTT platforms have become the new normal in the entertainment field and the OTT platforms have gained a much larger audience in this current situation.

“We wanted to further build on the ‘Dil Ki Suno’ positioning through pop culture stories of people who have listened to their hearts and pursued their own passion. With this movie partnership, we got a chance to associate with a real-life inspirational story of Shakuntala Devi, who chose to listen to her heart, breaking traditional stereotypes, and eventually becoming a household name by pursuing her unique talent. The movie will bring alive her journey to the audience and her story will not only help in propagating the proposition of ‘Dil ki Suno’ but will hopefully inspire several others to tap into their inner voice and follow their own calling. Hence, the association with Amazon Prime’s Shakuntala Devi very much echoes the brand’s positioning,” said Puneet Das, Vice President Marketing, Tata Consumer Products.