Sonic Branding for Tata Tea Premium
In partnership with Voices Bazaar.
image courtesy: Ginger Media Group
Objective:
To create a unique blend of music scores for Tata Tea, representing the cultural essence of five to six different Indian states: Tamil Nadu, Kerala, Telangana, Karnataka, and West Bengal. The music should highlight regional instruments while maintaining a modern, contemporary feel.
Challenge:
Create ethnic, region-specific, and culturally-significant motifs based on local instruments.
Keep the music modern by blending traditional sounds with contemporary music styles.
Ensure each score reflects the emotion and thought behind the packaging design.
Approach & Sound Design Strategy
A. State-Specific Motifs & Instrumentation
Tamil Nadu: Use traditional nadaswaram (wind instrument) with a mix of electronic beats for a contemporary feel.
Kerala: Incorporate chenda (drum) rhythms with modern percussion elements.
Telangana: Blend dholak (drum) sounds with melodic elements from local string instruments.
Karnataka: Use veena (string instrument) combined with synthesisers for a modern twist.
West Bengal: Blend tabla rhythms with subtle electronic undertones for a modern feel.
B. Modern Fusion
Fusion of traditional instruments with modern production elements like synths, ambient pads, and electronic beats to create a contemporary soundscape while maintaining regional authenticity.
Contemporary rhythmic patterns and melodies ensure the music feels current and aligned with modern branding.
C. Emotional & Conceptual Focus
Every piece is designed to reflect the emotion behind the packaging design. For example:
Tamil Nadu: Traditional and energetic, symbolising vigour.
Kerala: Serene and spiritual, evoking tranquillity.
Telangana: Playful and celebratory, reflecting the state’s rich cultural heritage.
Karnataka: Elegant and artistic, portraying sophistication.
West Bengal: Introspective and poetic, capturing the state’s artistic depth.
Deliverables
Music Tracks: 50 to 60-second scores, each with a distinct regional motif, representing the five to six states.
Motif Endings: Each track concludes with a clear motif that encapsulates the entire emotional and thematic essence of the packaging design.
Final Audio Files: High-quality, mixed and mastered music files ready for integration with the packaging designs.
Execution Timeline
Phase 1 (Research & Planning):
In-depth research into regional instruments and their cultural significance.
Develop initial music ideas for each state.
Phase 2 (Sound Design & Composition):
Compose and produce the music, incorporating regional motifs and modern fusion elements.
Refine compositions to ensure emotional alignment with packaging concepts.
Phase 3 (Finalisation & Delivery):
Final mix, mastering, and audio file delivery with clear motif endings.
Sharing 4 motif examples below. Note that these are not complete compositions.
Key Considerations & Challenges
Balance of Tradition & Modernity: Ensuring each state’s unique musical identity is preserved while blending it with modern music production techniques.
Cultural Sensitivity: The music must resonate authentically with each state’s culture while maintaining the brand’s universal appeal.
Packaging Integration: The music needs to reflect the design and emotional direction of the packaging without overpowering it.
Outcome & Impact
Tata Tea secured custom-designed region-specific motifs of high-production quality, with nuances that are not available in stock music files and generic databases.