Taj of Tunes

The gentle murmur of the Krishna River served as a fitting backdrop when Taj Mahal Tea unveiled its latest enchanting creation — the Chai Bansuri. In this serene setting, the Hindustan Unilever (HUL)-owned brand continued its harmonious journey of marrying music with tea, presenting a beautifully crafted kettle that not only brews tea but also plays the soul-stirring notes of the pentatonic Hamsadhwani Raaga. As steam ascends through the kettle’s spout, a specially integrated flute springs to life, creating an immersive experience that taps into sight, sound, smell, and taste — all at once.

“Taj Mahal has always strived to leave a distinctive and meaningful impression in the minds of the consumer. Even with the latest campaign, we believe consumers were left with a feeling of serenity and wonderment. The unique concept of a raag being created by the brewing of tea made consumers go ‘Wah Taj’. We chose a bansuri because it fit perfectly with the idea of a kettle in which we would brew the tea to create music,” says Ishtpreet Singh, Vice President (Beverages), Hindustan Unilever.

With this innovative installation, Taj Mahal Tea reaffirms its deep connection to Indian classical music, a relationship that has been decades in the making. In doing so, it doesn’t merely sell tea; it offers a cultural ritual — a multisensory celebration of refinement, tradition, and artistry.

“The warm touch, the rich colour, the calming aroma, and the relaxing taste—a warm cup of tea already speaks to so many senses. Add to that the spectacle of watching Tea play the flute, as you sipped tea. What can beat that? Megh Santoor was a massive success and we knew that we had to continue its legacy. When we started thinking about how to do it differently this year, one obvious answer was to make tea also an integral part of the idea. Since brewing tea produces steam, and flowing steam can mimic the human breath, we decided to go with a wind instrument. That is how the flute was decided,” says Harshad Rajadhyaksha, Chief Creative Officer, Ogilvy India.

However, designing a kettle that plays music was no small feat. Engineers and artisans had to collaborate closely to ensure that the steam pressure, the angle of the spout, all aligned to produce clean, musical notes. Beyond the technical brilliance, there was a larger philosophy at play — to create a brand experience where the act of making tea itself becomes an art form.

“The project was a challenge from day 1 to the day it played in Vijayawada. To us, the biggest challenge remained making the performance completely authentic. This ambition came with many challenges, like deciding on the material of the flute and kettle, ensuring a steady flow of steam, developing a working proof that could be adapted to such a large size, choosing a Raaga that will go best with this idea and getting over the million things that went wrong before we got it right,” says Kainaz Karmakar, Chief Creative Officer, Ogilvy India.

Taj Mahal Tea’s tryst with music began in the 1980s, when it partnered with tabla maestro Ustad Zakir Hussain for the iconic ‘Wah Taj!’ campaign. In a market where tea brands were often reduced to price wars and commodity marketing, Taj Mahal took a bold, differentiating route. By linking itself to the elegance and complexity of Indian classical music, the brand positioned itself as the connoisseur’s choice — a tea for those who sought something more refined and soulful.

“Taj Mahal Tea is one of the most loved brands in India, known for its flavourful tea and long-standing support for Indian Classical Music. As a brand, it has built on this distinctive brand asset, making itself synonymous with classical music. Historically, Taj started off as the brand of experts - it was a tea that was ‘hazaaron mein ek’, and its unmatched quality was the product of handpicking only the finest grade of tea leaves and tasting 1000s of cups a day to deliver the perfect one. However, we realised that the brand resonated the most with consumers when the experts featured were classical musicians. And so was born the BCI (Brand Communication Idea) of the brand - Soak in the Classical,” Ishtpreet details.

Over the years, the brand continued this association, collaborating with sitar virtuoso Pandit Niladri Kumar and santoor maestro Pandit Rahul Sharma. Each campaign built on the previous, strengthening the narrative that Taj Mahal Tea was about more than refreshment; it was about elevating the everyday tea ritual into an artistic experience.
“The fine taste of this tea is for those who appreciate the finer side of life. That was how Taj and Indian classical music came together and the pairing has been nothing short of magical. Ustad Zakir Hussain was chosen much before our time and turned out to be a blessing for the brand,” Harshad underscores.

There was a brief detour in the mid-2000s, when Bollywood stars like Saif Ali Khan and Madhuri Dixit fronted the brand’s campaigns. Although star power offered visibility, the brand quickly realised that the connection to music and culture resonated more deeply with consumers than pure celebrity. Taj Mahal Tea returned to its musical roots.
“The brand did move away from classical music for some years in between. The client and us, both realised that the magic of music needs to be brought back. We did work with Pandit Niladri Kumar and Pandit Rahul Sharma. When we were navigating a new brief, we brought up the idea of using a female vocalist. The clients loved the idea and after exploring some names, we shot our first ad with Nirali Kartik. That piece of work was loved by the consumers as was the idea of a female vocalist. Since then, we have shot multiple films with her and they have all been received very well,” Kainaz explains.

In 2023, the brand introduced a remarkable rain-activated installation in Vijaywada — a Santoor that played music when raindrops fell upon it. The installation symbolised rejuvenation, purity, and the soulful connect of monsoon and chai. The innovation struck a chord with audiences, both literally and emotionally.

Building on the success of the Megh Santoor, the Chai Bansuri was born. This time, it wasn’t rain but the natural process of brewing tea that unlocked the musical experience. Kainaz highlighted, “Raag Hamsadhwani was suggested to us by Mr. Taufiq Qureshi, the musical maestro who guided and helped us fine-tune the idea, bringing it to life. Hamsadhwani is known for its bright and serene quality, often played in the evening to uplift emotions. If one were to close one’s eyes and listen to Raag Hamsadhwani, the picture it conjures in the mind is that of a serene river flowing, accompanied by a gentle breeze and birds in flight. Given that the plan was to install Chai Bansuri on the banks of the Krishna River, Raag Hamsadhwani felt like the perfect choice.”

Highlighting further on the choice of the location for the kettle activation, Singh adds, “Vijayawada is a stronghold for Taj Mahal Tea. Its high contribution to national volumes makes it a critical centre for the brand. The Krishna river was the perfect backdrop to create the atmosphere of ‘sukoon’ that we wanted for the activation.”

As consumer attention spans shrink and advertising clutter grows, Taj Mahal Tea’s decision to stay rooted in India’s classical heritage while pushing creative boundaries has paid off handsomely. The brand’s storytelling has evolved — from classic TV commercials to tactile, multi-sensory installations — but the soul remains the same: a celebration of timelessness, artistry, and emotional resonance.

“Classical Indian music was always restricted to concert halls. It was meant to be appreciated by a chosen few. When Ustad Zakir Hussain appeared in the first Taj ad film, suddenly a classical musician became approachable and his art reached every living room of India. In fact, the Ustad had said so himself in one of his interviews. The ad films of Taj have always managed to bridge the gap between classical music and the consumers who watch these ads. It’s a fine balance and we’re lucky to have achieved it. ‘Wah Taj’ is iconic. It is an example of how a brand can remain true to its own distinct world and yet refresh itself time and again in today’s media clutter that is becoming rarer and rarer. From Ustad Zakir Hussain playing the tabla to a tea kettle playing the flute; this has been a beautiful journey,” explains Harshad.

“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 Taj Mahal Chai Bansuri takes this essence forward, blending heritage, artistry, and tea in a way never seen before,” Ishtpreet elucidates.

With every cup of Taj Mahal Tea, it’s not just a beverage that’s brewed — it’s a tradition that’s heard, seen, tasted, and deeply felt.