This Durga Pujo, the gift people may value most is not something wrapped in a box, but a little more time with the people they love.
A new consumer study by Tata Tea Gold, conducted by Unomer across West Bengal, found that 68% of consumers aged 25–40 would rather have their loved ones take time off to spend quality time together over tea and conversation than receive a premium festive gift or shopping voucher.
And while Pujo brings families and loved ones together, it often seems to pass too quickly. 83% of respondents say Pujo ends before they feel they have spent enough quality time with family, either every year or most years.
In these moments, cha plays a familiar yet meaningful role. 94% say tea gives their family a reason to pause and spend time together. Amid packed Pujo days, a cup of cha creates a natural reason to stop, sit down, talk and stay with the conversation a little longer.
Bringing this insight alive, Tata Tea Gold has launched its Durga Pujo campaign, ‘Ekshathei Gold – Being Together is Gold’, built around a simple belief: when time together feels scarce, every extra moment becomes precious.
The campaign’s new TVC follows a mother and son at two stages of life. As a young boy, he wishes Pujo would never end so that his mother would not have to return to work. Years later, as an adult, he finds himself wishing for much the same thing — for her to stay just a little longer.
Their cup of Tata Tea Gold becomes part of that shared pause. One more cup. One more conversation. A little more time together.
Sharat Verma, President, Packaged Beverages and Organic India, Tata Consumer Products, said, “Pujo gives us many reasons to come together, but often not enough time to simply be together. A cup of cha can create that small pause — to sit, talk and stay a little longer with someone you love. With ‘Ekshathei Gold’, we want to celebrate these seemingly ordinary moments, because years later, they are often the ones we treasure most. Time Together is Gold.”
Speaking about the campaign, Sandipan Bhattacharyya, Chief Creative Officer, Monks, said “We wanted to elevate a simple cup of tea into a reminder of what always matters most: slow, shared moments together. The narrative is anchored in the cycle of life to deliver a powerful truth, the most valuable gift we can give each other isn’t wrapped in boxes, it’s measured in time. For a generation obsessed with material giving, it beautifully reminds us that our presence is the ultimate gift for our loved ones.”
Tata Tea Gold, with its distinctive blend of rich tea and long leaves, makes these everyday pauses feel a little more special — turning a familiar cup of chai into an occasion to reconnect with the people who matter.
The thought is also brought alive through four specially designed Tata Tea Gold packs, each capturing a different Pujo moment, including dhunuchi dance, sindoor khela and intimate family celebrations — moments made more precious by the people we share them with.
Through ‘Ekshathei Gold – Being Together is Gold’, Tata Tea Gold is inviting families this Pujo to do something wonderfully simple: make one more cup, have one more conversation and stay together a little longer. Because Time Together is Gold.
