Taj Mahal Tea has been a proud champion of Indian classical music, collaborating with legendary artists who have shaped its rich legacy.
Mumbai: In a groundbreaking fusion of tradition, technology, and artistry, Hindustan Unilever Limited (HUL) unveiled the Brooke Bond Taj Mahal ‘Chai-Bansuri’—a first-of-its-kind installation where steam from a larger-than-life teapot plays Indian classical music. This ground-breaking creative was conceived, designed and executed by Ogilvy India, while Mindshare led the amplification strategy, leveraging deeper cultural resonance.
“Taj Mahal Tea embodies the perfect blend of India’s finest tea and soulful classical music,” said Rajneet Kohli, Executive Director, Foods and Refreshment, Hindustan Unilever Limited. “The Taj Mahal Chai Bansuri campaign harmoniously brings these two elements together. Following the success of the award-winning Taj Megh Santoor campaign, this new activation is set to resonate with audiences, evoking the timeless phrase ‘Wah Taj’.”
Taj Mahal Tea has been a proud champion of Indian classical music, collaborating with legendary artists who have shaped its rich legacy. At its heart lies the philosophy of ‘Sukoon ke Pal’—moments of pure tranquility, where music, flavour, and serenity come together to create an experience that lingers beyond the last sip. The Brooke Bond Taj Mahal Chai Bansuri takes this essence forward, blending heritage, artistry, and tea in a way never seen before.
Taj Mahal Chai-Bansuri Film: https://www.youtube.com/watch?v=AzQj9U72YfM
“Taj Mahal tea has been a dearly loved brand across India,” said Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers at Ogilvy India. “To bring this alive, we have built an installation called Brooke Bond Taj Mahal Chai Bansuri—a larger-than-life tea pot that stands in Vijayawada. But here is the fun part—it is not just an art piece. It is a functioning teapot and a musical instrument. The boiling tea plays the flute live. No pre-recorded music. The tea plays the flute live. This has been an incredibly long journey of research and a test of our patience to get all the moving parts in place.”
Over an eight-month period, Ogilvy collaborated with renowned percussionist Taufiq Qureshi, flautist Hrishikesh Majumdar and dedicated engineering teams to transform an ambitious idea into reality. This creative journey from ideation to prototyping, culminated in a larger-than-life teapot that serves as both a captivating art installation and a live musical instrument.
“Our collaboration on the Taj Mahal Chai Bansuri exemplifies our commitment to pushing the boundaries of innovation, seamlessly blending tradition with technology. Transforming the simple act of brewing tea into a captivating multisensory ‘Sukoon moment’, said Amin Lakhani, CEO Mindshare South Asia. This campaign for Taj Mahal Tea is a reflection in the power of collaboration with Hindustan Unilever, Ogilvy and Mindshare bringing together strategic media expertise and creative excellence to craft something extraordinary.”
To amplify the activation, Mindshare partnered with Zee Telugu for exclusive integrations in Padamati Sandhyaragam, one of the channel’s top shows. In a media-first innovation, a real-life activation became a pivotal moment within the storyline of a television fiction show, as the lead character Aadhya (played by Preethi Sharma), travelled to Vijayawada to witness the unveiling of the Brooke Bond Taj Mahal Chai Bansuri installation. This integration took the musical marvel into homes across the region, sparking conversations among audiences. Fans also entered a contest for the chance to experience the magic alongside the lead protagonist, while an influencer-led digital campaign extended the installation’s reach nationwide.
Taj Mahal Chai Bansuri stands as a testament to the many iconic campaigns developed by the brand, blending the timelessness of Indian Classical Music to create unique Sukoon moments, that linger beyond the last sip.