INDIA — Hindustan Unilever Limited (HUL) has just unveiled the Brooke Bond Taj Mahal Chai-Bansuri, a breathtaking installation where steam from a giant teapot literally plays Indian classical music. Crafted by the creative powerhouses at Ogilvy India and amplified by media agency Mindshare, this one of a kind spectacle stirs heritage, innovation, and art into one unforgettable brew.
“Taj Mahal tea has been a dearly loved brand across India,” said Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers at Ogilvy 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.”
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.
“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’, said Amin Lakhani, CEO Mindshare South Asia. This campaign for TajMahal 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.”
Taking the experience from Vijayawada to living rooms, Mindshare cleverly partnered with Zee Telugu’s hit show Padamati Sandhyaragam. In a media-first move, the Chai-Bansuri became a crucial part of the storyline, with lead character Aadhya (played by Preethi Sharma) traveling to witness the unveiling. Viewers didn’t just watch – they joined the conversation, entered contests, and felt the magic themselves, helped along by a dynamic influencer-driven digital push.
Taj Mahal Chai Bansuri stands as a testament to the many iconic campaigns developed by the brand, blending the timelessness of Indian Classical Music to create unique Sukoon moments, that linger beyond the last sip.
