Hindustan Unilever (HUL) unveiled the Brooke Bond Taj Mahal Chai-Bansuri—a first-of-its-kind installation where steam from a larger-than-life teapot plays Indian classical music. This creative was conceived, designed and executed by Ogilvy India, while Mindshare led the amplification strategy.
At its heart lies the philosophy of Sukoon ke Pal—moments of tranquility, where music, flavour, and serenity come together to create an experience that lingers beyond the last sip.
Over an eight-month period, Ogilvy collaborated with renowned percussionist Taufiq Qureshi, flautist Hrishikesh Majumdar and dedicated engineering teams to transform an ambitious idea into reality. This creative journey from ideation to prototyping, culminated in a larger-than-life teapot that serves as both a captivating art installation and a live musical instrument.
To amplify the activation, Mindshare partnered with Zee Telugu for exclusive integrations in Padamati Sandhyaragam, one of the channel’s top shows. In a media-first innovation, real-life activation became a pivotal moment within the storyline of a television fiction show, as the lead character Aadhya (played by Preethi Sharma), travelled to Vijayawada to witness the unveiling of the Brooke Bond Taj Mahal Chai Bansuri installation.
This integration took the musical marvel into homes across the region, sparking conversations among audiences. Fans also entered a contest for the chance to experience the magic alongside the lead protagonist, while an influencer-led digital campaign extended the installation’s reach nationwide.
Link to the ad campaign:
“Taj Mahal Tea embodies the perfect blend of India’s finest tea and soulful classical music. The Taj Mahal Chai Bansuri campaign harmoniously brings these two elements together. Following the success of the award-winning Taj Megh Santoor campaign, this new activation is set to resonate with audiences, evoking the timeless phrase Wah Taj,” said Rajneet Kohli, Executive Director, Foods and Refreshment, Hindustan Unilever.
“Taj Mahal tea has been a dearly loved brand across India. To bring this alive, we have built an installation called Brooke Bond Taj Mahal Chai Bansuri—a larger-than-life tea pot that stands in Vijayawada. But here is the fun part—it is not just an art piece. It is a functioning teapot and a musical instrument. The boiling tea plays the flute live. No pre-recorded music. The tea plays the flute live. This has been an incredibly long journey of research and a test of our patience to get all the moving parts in place,” said Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers at Ogilvy India.
“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. This 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 Mindshare South Asia.
