On the scenic banks of the Krishna River in Vijayawada, HUL-owned Taj Mahal Tea unveiled a captivating new installation—the Brooke Bond Taj Mahal Chai Bansuri. Designed like a tea kettle, this artistic creation doesn’t just look elegant—it plays music. As the tea brews and steam escapes through the spout, a built-in flute begins to play the Hansdhwani Raaga, a revered Carnatic melody.
Renowned percussionist Taufiq Qureshi composed the music, with flautist Hrishikesh Majumdar contributing both technical expertise and performance. The innovation comes from ad agency Ogilvy, marking the second phase of its musical-themed campaign for the brand.
Last year in the same city, Ogilvy installed a santoor-inspired creation that played Raag Megh Malhar when touched by raindrops—an idea that earned a Silver at the Cannes Lions in the Outdoor category.
The brand’s deep-rooted relationship with classical music dates back to the 1980s, when tabla maestro Zakir Hussain’s iconic “Wah Taj” ads made waves across Indian households. With this new bansuri installation, Taj Mahal Tea continues to blend Indian culture, music, and the timeless ritual of tea—offering an immersive sensory experience that strikes all the right notes.
