Vijayawada, Apr 3 (UNI) Hindustan Unilever Limited (HUL) here on Friday unveiled the specially designed Brooke Bond Taj Mahal ‘Chai-Bansuri’, a first-of-its-kind installation where steam from a kettle creates music, transforming tea brewing into a mesmerizing symphony.
This ground-breaking creative is conceived and deployed in partnership with Mindshare and Ogilvy.
Taj Mahal Tea has from the very beginning 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 tranquillity, 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.
The tea kettle boasts an innovative design, transforming its spout into a flute (bansuri) as steam escapes through it. As the tea brews, steam flows through the flute, playing a rendition of Raag Hamsadhwani. Set against the tranquil backdrop of Bhavani Island, with the Krishna River gently flowing nearby, this installation fuses the simple act of tea brewing and classical music into an unforgettable experience. Guests can savour a cup of Taj Mahal Tea at the Taj Mahal Tea House pop-up at the venue, immersing themselves in the serene sounds of Indian classical music and unlocking their own moment of ‘Sukoon’.
Shiva Krishnamurthy Executive Director, Foods and Refreshment, HUL said, “Taj Mahal Tea is synonymous with the best Indian tea and great Indian classical music. The Taj Mahal Chai Bansuri is a wonderful way of celebrating this. A worthy sequel to last year’s Cannes Lion winning and Guinness World record setting Taj Megh Santoor, I hope it makes people go, ‘Wah Taj’.”
To amplify the activation, Taj Mahal Tea has 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 show, as the lead character travelled to Vijayawada to witness the unveiling of the Brooke Bond Taj Mahal Chai Bansuri installation.
"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’ 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”, said Amin Lakhani, CEO - South Asia, Mindshare.
UNI DP SJC