Himalayan Natural Mineral Water launches digital campaign showcasing clay artistry for Himalayan Day

As a part of the celebration of the Himalayan Day, Himalayan Natural Mineral Water, the prestigious brand of Tata Consumer Products, has launched a new online campaign in the form of an emotional ode to the cultural legacy of the region. The project unites five clay artists of the Himalayas, the handmade artworks of whom glorify their strong attachment to the mountains.

Each artist has created limited-edition mugs with a 750ml glass bottle of Himalayan Natural Mineral Water, numbered and signed. The pieces of the collector are highly hand-crafted and come with custom packaging that tells the story and inspiration of the artist. The collection is going to be sold in Delhi NCR at BlinkIt only starting September 9.

In addition to the range of the collector, the artists will also be part of the design of the Himalayan Artist Edition 1L PET bottles with nationwide visibility and distribution of their work.

To promote the launch, there is the film that follows the five artists in the process of transferring the aspects of the Himalayas, such as flowing rivers and pinecones, mountain stones and traditional homes, into clay art. Directed by the curator Reyaz, the movie follows their artistic process and focuses on the remoteness and the cultural diversity of the area.

Partha Biswas, President and Head of RTD Business, Tata Consumer Products, stated, "The Himalayas does not only provide us with pure water but also inspiration, culture and community." These artisanal products reflect the essence of the mountains and they empower the artisans who are its inhabitants.

Anuraag Khandelwal, Chief Creative Officer, 82.5 Communications, furthered on by stating, it was not a campaign, but an experience, a way of bringing the soul of Himalayas nearer to people by means of art and storytelling.

Himalayan Day, observed every year, is a tribute to the people of the great ranges and highlights the goal of the brand to save heritage, champion livelihoods and keep the spirit of the Himalayas alive so that generations to come will also experience it.

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