Brooke Bond Taj Mahal Tea, in collaboration with Ogilvy, has been inducted into a leading advertising hall of fame for its Chai Bansuri campaign.
The campaign was evaluated as part of the IMPACT Hall of Fame 2025 by the magazine’s editorial board. Entries were assessed on parameters such as idea strength, originality, narrative impact, execution, and cultural relevance.
Executed in Vijayawada, the campaign featured a large, functional teapot installation. Steam released during the tea-brewing process was used to play Indian classical music Raag Hamsadhwani, through a concealed flute mechanism. The installation combined technology and traditional music to create a multisensory brand experience centred on the idea of “Sukoon” (tranquility).
The Chai Bansuri campaign reinforced Brooke Bond Taj Mahal Tea’s association with Indian classical music and was recognised for its innovative execution and cultural relevance, leading to its induction into the hall of fame.
