Brooke Bond Taj Mahal Tea: A Symphony on the Banks of the Krishna

The iconic Brooke Bond Taj Mahal Tea has once again captivated hearts with its latest campaign, a harmonious blend of tradition, innovation, and sensory experience. In a breathtaking spectacle, a life-size tea kettle has been installed on the picturesque banks of the Krishna River in Vijayawada, not merely as a static display, but as a musical instrument that brews both tea and melody.  

https://www.instagram.com/tajmahalteaindia/reel/DIGj4jQMIPm/

 

This extraordinary installation, aptly named the 'Chai-Bansuri', is a testament to the brand's long-standing association with Indian classical music and its philosophy of creating 'Sukoon ke Pal' – moments of tranquility. As the tea gently simmers within the massive kettle, the rising steam is ingeniously channeled through a specially engineered flute embedded in its spout, producing live renditions of Raag Hamsadhwani, a Carnatic raga known for its uplifting and soothing qualities.  

 

The choice of Vijayawada as the location for this unique activation is strategic, recognizing the city's deep appreciation for Taj Mahal Tea. The installation, unveiled in April 2025, offered visitors a multi-sensory experience against the stunning backdrop of the Krishna River, particularly enchanting during the twilight hours. The aroma of brewing tea mingled with the gentle notes of the flute, creating an atmosphere of serenity and inviting a pause from the hurried pace of life. Comfortable seating arrangements encouraged visitors to relax and immerse themselves in this unique confluence of tea, music, and nature.  

 

Campaign Details: Brewing Music and Connection

 

This innovative campaign, conceptualized and executed by Ogilvy India https://www.instagram.com/ogilvyindia/ with media amplification led by Mindshare https://www.linkedin.com/company/mindshare-india , marks the second chapter in Taj Mahal Tea's musical journey in Vijayawada. Following the success of the 'Megh Santoor' installation, which played Raag Megh Malhar when touched by raindrops, the 'Chai-Bansuri' further solidifies the brand's commitment to blending Indian culture and music with the simple ritual of tea drinking.  

 

The eight-month-long creative process involved a collaboration with renowned percussionist Taufiq Qureshi https://www.instagram.com/taufiqdjembe/ , who composed the music, and flautist Hrishikesh Majumdar https://www.instagram.com/majumdar_hrishikesh_/ , who provided technical expertise and performance artistry. The engineering teams meticulously worked to transform the ambitious idea into a tangible reality, facing challenges in harnessing steam to produce consistent and melodious music.  

 

Beyond the physical installation, the campaign incorporated a media-first integration with Zee Telugu's popular fiction show 'Padamati Sandhyaragam'. The lead character's visit to the unveiling of the 'Chai-Bansuri' was woven into the storyline, bringing the musical marvel into the homes of viewers across the region and sparking conversations. An influencer-led digital campaign further extended the reach of the installation nationwide, creating a buzz and encouraging engagement. Additionally, a contest offered fans the chance to experience the magic of the 'Chai-Bansuri' alongside the television show's protagonist.

 

The design of the 'Chai-Bansuri' itself is rich with symbolism, drawing inspiration from the Taj Mahal's dome for the kettle's shape and incorporating motifs from the Taj Mahal Tea packaging and even stylized tea leaves transformed into musical notes of Raag Hamsadhwani. The base of the kettle subtly mirrors the Taj Mahal Tea logo when viewed from above, further anchoring the installation to the brand's identity.  

 

A Legacy Steeped in Music

 

Brooke Bond Taj Mahal Tea's association with Indian classical music dates back to the iconic "Wah Taj" campaigns featuring tabla maestro Zakir Hussain https://en.wikipedia.org/wiki/Zakir_Hussain_(musician) in the late 1980s. This long-standing relationship highlights the brand's values of craftsmanship, authenticity, sophistication, and passion. By consistently weaving in the rich tapestry of Indian classical music into its campaigns, Taj Mahal Tea has not only created memorable advertising but has also played a role in making this art form more accessible and aspirational for a wider audience.  

 

The 'Chai-Bansuri' installation on the banks of the Krishna River is the latest chapter in this harmonious journey, demonstrating Brooke Bond Taj Mahal Tea's continued commitment to creating unique and sensory experiences that resonate deeply with Indian culture and tradition, reminding everyone to take a moment for 'Sukoon' with a cup of their beloved tea.

 

The video looks so mesmerizing that those who actually experienced this experience must have really got goosebumps. For us, this campaign was a success on its own note!