HUL’s Brooke Bond Taj Mahal Tea has taken its musical moorings to OOH, creating a giant outdoor installation that makes music when it rains.
Located opposite the Vijayawada junction railway station, the billboard uses rains to play the notes on the Santoor to create the symphony of Raag Megh Malhar, the raga of the rains.
Named ‘Megh Santoor’, the out-of-home installation measures 2250 square feet. It has been certified as the world’s largest environmentally interactive billboard by the Guinness World Records.
Shiva Krishnamurthy, Beverages and Foods Head, Hindustan Unilever, said, “We are thrilled to have ‘Megh Santoor’ recognised as the world’s largest environmentally interactive billboard by The Guinness Book of World Records. Vijayawada is one of the biggest citadels for Taj Mahal Tea, and creating this extraordinary experience is our way of extending heartfelt gratitude to the city in a way that fits us best, with Hindustani classical music! This achievement reflects our unwavering commitment to Hindustani classical music, the beautiful people of Vijayawada and to sheer tea enjoyment in the rains. We have created history, and we invite everyone to experience this extraordinary blend of art and technology.”
‘Megh Santoor’ has 31 strings and handles arranged to produce the strains of the ancient rain raga ‘Megh Malhar’. Indian classical musician, percussionist, and composer Taufiq Qureshi has lent his expertise on the raga. The billboard took six months of conceptualisation with a team of over 50 professionals.
Creative agency: Ogilvy
CCOs India: Kainaz Karmakar, Harshad Rajadhyaksha, sukesh nayak
GCDs: Fritz Gonsalves, Jayesh Raut
CD: Varun Sharma
ACD: Nirav Khant
Account Management: Nikhil Mohan, Shrenika Ajeet, Neville Katrak, Padma Badodekar
Execution agency: Rapport Outdoor Advertising
AVP: Ankur Garg
Business Director: Deesha Shah
Senior Account Manager: Isita Das, Varun Shah
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