Himalayan Water pours culture into campaign cups

82.5 Communications, in partnership with Tata Consumer Products Limited (TCPL), launched a Himalayan Day initiative for Himalayan Natural Mineral Water. This year, the brand celebrated the occasion of Himalayan Day, which falls on 9th September, where it joined hands with five clay artists from the Himalayas.

These artists created limited-edition handcrafted packs, each inspired by the mountains they call home. The initiative also features a soulful brand film, conceptualised and executed by 82.5 Communications, that captures the spirit of Himalayan clay artistry and the timeless inspiration drawn from the region.

The Limited-Edition Artist Collection includes handcrafted mugs — signed and numbered by the artists — paired with a 750ml glass bottle of Himalayan Natural Mineral Water. Each piece is presented in bespoke packaging that narrates the artist’s story and creative journey.

With this campaign, 82.5 Communications and TCPL bring alive the brand’s purpose of celebrating the Himalayas — its people, its purity, and its spirit — through a one-of-a-kind collaboration between nature and art.

Partha Biswas, president and head (ready-to-drink business), Tata Consumer Products, said, “This Himalayan Day, we celebrate artisans whose handcrafted creations embody the serenity of the mountains while renewing our pledge to support the communities that call these ranges home. These artists have traced their home into these mugs. These limited-edition handcrafted pieces represent months of dedicated work that will now reach consumers, generating direct economic impact for these craftsmen. Through initiatives like these, we aim to ensure that the pristine beauty and rich heritage of the Himalayas continue to flourish for generations to come., and that these mountains are more than just scenery, they are life itself.

Anuraag Khandelwal, chief creative officer, 82.5 Communications, said that TCPL and 82.5 began with a simple question: how do we bring the soul of the Himalayas to people who may seldom wake up to them each day? “Not as a campaign, but as an experience that feels as close as possible to being there. Partnering with a curator, artists and filmmakers from Himachal, made this journey deeply rewarding - reminding us that when we stay true to culture and community, brands don’t just get built, they grow meaningfully. Sometimes, it’s as simple as sharing peace—one sip at a time,” he stated.

Chandana Agarwal, president-North and head of business, 82.5 Communications (Ogilvy group) said, “From the heart of the Himalayas, a story in every drop. Himalayan water carries more than just refreshment; it holds the very soul of its home—a vibrant ecosystem, a timeless culture, a feeling that transcends the mighty peaks. This Himalayan Day, we at 82.5 Communications are humbled to partner with Tata Consumer Products, weaving this spirit into a tapestry of art. Five artists, whose roots lie deep in the mountains, have poured their hearts into a tribute that flows with love—savour the art, the spirit and the water all from the Himalayas.”

Campaign’s take: When a brand known for purity decides to add texture, the result is Himalayan Natural Mineral Water’s latest campaign — a curious cocktail of storytelling, artistry and community. For this year’s Himalayan Day, observed on 9 September, Tata Consumer Products’ campaign with 82.5 Communications sshift focus from lofty peaks to potter’s wheels. The centrepiece: a collaboration with five Himalayan clay artists, each asked to translate their idea of peace into a mug. 

The campaign film threads together these artistic journeys, with images of pine cones, stone etchings, and barefoot strolls over brooks. It’s equal parts art documentary and brand narrative, reminding viewers that inspiration can be as fluid as the water in the bottle. Limited-edition packs feature the artists’ signed mugs alongside a glass bottle, wrapped in packaging that reads like a cultural postcard. 

The work is a neat study in how brands are increasingly merging commerce with culture. It extends beyond cause marketing into the terrain of experiential branding, where the product becomes a vessel — literally — for stories. Whether consumers will sip for hydration or heritage remains to be seen, but the campaign certainly stirs the debate on how far brands can stretch the meaning of water. 

Credits:

82.5 Communications

• Chief creative officer, India: Anuraag Khandelwal
• Chief executive officer: Kiran Ramamurthy
• Chief strategy officer: Rohitash Srivastava
• President and head of office: Chandana Agarwal
• Creative team: Vikrant Markal, Jerry Thundathil, Siddharth Dua
• Account management: Aritrika Sanyal

Tata Consumer Products Limited:

• Partha Biswas, president and head- RTD Business
• Vikram Chandratrey, vice president, RTD marketing
• Raghav Raj Jaggi, senior brand manager, RTD