Mumbai: In a spectacular blend of Indian tradition, cutting-edge engineering, and creative ingenuity, Hindustan Unilever Limited (HUL) has unveiled the Brooke Bond Taj Mahal ‘Chai-Bansuri’—a revolutionary installation where steam from a teapot plays Indian classical music live. Conceptualised and executed by Ogilvy India, with Mindshare leading the amplification strategy, the activation marks a new benchmark in immersive brand storytelling.
“Taj Mahal Tea embodies the perfect blend of India’s finest tea and soulful classical music,” said Rajneet Kohli, Executive Director, Foods and Refreshment, Hindustan Unilever Limited. “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’.”
A long-standing patron of Indian classical music, Brooke Bond Taj Mahal Tea has always celebrated the idea of ‘Sukoon ke Pal’—moments of deep calm and sensory richness. With the Chai-Bansuri, the brand elevates this idea by combining music, artistry, and the ritual of tea drinking into an experiential marvel.
Standing tall in Vijayawada, the installation is not merely symbolic. It is a functioning teapot and a working musical instrument, where the steam from boiling tea powers a live flute performance—with no pre-recorded tracks.
“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.”
The innovation came to life after eight months of collaboration between Ogilvy, renowned musicians Taufiq Qureshi and Hrishikesh Majumdar, and a team of engineers who brought the multi-sensory vision to life—from prototyping to a working, large-scale 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’,” said Amin Lakhani, CEO, Mindshare South Asia. “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.”
To extend its cultural impact, Mindshare partnered with Zee Telugu to feature the Chai-Bansuri in Padamati Sandhyaragam, one of the network’s top-rated shows. In a media-first move, the activation became a pivotal plot point, with the lead character Aadhya (played by Preethi Sharma) traveling to see the teapot’s unveiling in Vijayawada. A companion contest invited fans to experience the moment alongside the protagonist, while influencer-led campaigns took the story nationwide.
The campaign reflects Brooke Bond Taj Mahal’s legacy of iconic, sensorial brand storytelling. From Taj Megh Santoor to Chai Bansuri, the brand continues to push the envelope—infusing classical music into everyday life, one soulful, steamy note at a time.
