Taj Mahal Tea continues its tradition of blending music and tea with its latest innovative campaign, featuring a tea kettle that plays the flute. This follows the success of last year’s rain-activated santoor, further solidifying the brand’s connection with Indian classical music.
The Creative:
The Brooke Bond Taj Mahal Chai Bansuri is a specially designed installation shaped like a tea kettle. As the tea brews inside, the rising steam activates a built-in flute, which plays the Hansdhwani Raaga, a celebrated Carnatic composition known for its auspicious and uplifting quality. The music for this unique installation has been composed by renowned percussionist Taufiq Qureshi, carrying forward the legacy of his father, the legendary tabla maestro Zakir Hussain, whose iconic “Wah Taj” campaign is deeply associated with the brand.
The Strategy:
Taj Mahal Tea aims to elevate the tea-drinking experience by adding a layer of sensory delight. This campaign, created in partnership with Ogilvy, builds on the brand’s long-standing association with Indian classical music, aiming to create memorable and engaging experiences for consumers.
The Impact:
This innovative approach has garnered attention for its unique blend of art, technology, and sensory experience. The installation, located on the banks of the Krishna River in Vijayawada, has become a testament to the brand’s commitment to crafting moments of beauty. Last year’s rain-activated santoor installation won a Silver at the Cannes Lions International Festival of Creativity, setting a high bar for this new endeavor.
Takeaway:
Taj Mahal Tea’s “Chai Bansuri” campaign showcases the brand’s commitment to innovation and its deep connection with Indian culture. By merging the sensory pleasures of tea with the soul-stirring melodies of Indian classical music, Taj Mahal Tea continues to create memorable and engaging experiences for its consumers, reinforcing its “Wah Taj!” legacy.