Ustad Zakir Hussain: The maestro who transformed advertising with a single campaign

Ustad Zakir Hussain, the legendary tabla virtuoso who brought Indian classical music to global prominence, passed away in a San Francisco hospital today (16 December)—leaving an irreplaceable void in the world of music, but also, advertising. While his unparalleled contributions to  have cemented his place in history, his role in the iconic Waah Taj! commercial has left an enduring legacy in the advertising world.

Launched in the 1980s, the ad featured Hussain as the face of Taj Mahal Tea, effortlessly blending artistry, heritage, and authenticity. With his soulful tabla rhythms and the unforgettable tagline, ‘Waah Taj! Boliye’, the campaign set a benchmark for integrating music, culture, and storytelling in Indian advertising. The commercial resonated with audiences, associating the tea brand with refinement and cultural pride. Ud Zakir Hussain’s presence lent credibility and elegance, proving how music and a renowned artist’s persona could elevate a product’s appeal. The campaign’s longevity, running for decades, is a testament to the maestro’s unmatched charisma.

In the wake of his passing, the advertising and marketing industry reflects on the profound impact of the Hussain. Campaign spoke to industry leaders to gather their sentiments on how Ustad Zakir Hussain’s artistry transformed not just music but brand storytelling in India.

Aditya Jangid
Managing director
AdCounty Media

The involvement of Zakir Hussain in the marketing of Taj Mahal Tea transformed the tea brand from an ordinary drink to the heights of cultural sophistication. It was his brand endorsement that secured grip of the brand’s market as he was quality and class personified. Hussain’s role of tabla in Indian classical music slotted the art to the main-stream without diluting the ‘Indian-ness’ that the art-form encompassed. His tabla became a symbol of middle of the range tempo and quality, sustaining the promise of the brand. The case of Hussain’s campaign for Taj Mahal will be a learning curve for advertisers of the future in constructing a narrative that is relevant and identifies with the shape of the existing pictures in people’s mind. His work proved that advertising can extend beyond marketing, it can serve as a guardian and an ambassador of culture impacting not only business but also society.

Ramanuj Shastry
Creative chairman and co-founder
Infectious Advertising

Ustad Zakir Hussain’s association with the Waah Taj! Campaign elevated Taj Mahal Tea to the position of a ‘cultural icon’. As a celebrated tabla maestro, Zakir saahab stood for excellence and tradition, and great subliminal messaging by the brand. Instead of merely selling tea, Taj Mahal Tea celebrated Indian heritage and created a deep emotional connection with Indians.

Ud Zakir Hussain showed Indian advertising that classical music could also be celebrated. It was heartening to see how art could elevate a brand’s identity. The novel way he married the rhythm of the tabla with the product narrative bridged the gap between tradition and modernity. I’m sure it inspired many brands to embrace culturally rooted storytelling. We will always remember the Ustad as the pioneer who demonstrated how artistry can enrich advertising. He proved that cultural depth could co-exist with commercial success. It’s a landmark lesson in authenticity that continues to resonate across demographics and time.

Abhishek Tiwari
Global business head
NetSetGo Media

Zakir Hussain’s contribution to Waah Taj!' commercial helped establish Taj Mahal Tea as a quintessential emblem of quality and sophistication. His status as a master of Indian classical music aligned with the brand’s focus on tradition and high standards, creating an emotional bond with audiences. This collaboration not only enhanced the image of Taj Mahal Tea but also set an example of how cultural personalities can be effectively incorporated into advertising.

Hussain’s participation was also significant for Indian classical music, as it gained exposure to the masses through Indian television in a more acceptable and desirable way. His involvement transcended boundaries, demonstrating how traditional art forms can be employed to enhance the content of advertisements, thereby encouraging brands to pursue similar partnerships. For marketers, Hussain’s role in advertising will serve as a model of sponsorship that is both, effective and seamless, in the years to come. His campaign exemplifies the essence of marketing communication, leveraging cultural elements to affirm that art and business are not mutually exclusive in creating an impactful campaign.

Mukul Raj Sharma
Founder
Digital Eminent

Ustad Zakir Hussain being a part of the Waah Taj! campaign was a brilliant idea in engaging cultural capital for enhancing brand development. His engagement not only enhanced the notoriety of Taj Mahal Tea but also its market reach by targeting a recreated audience. In a time when content can sometimes appear shallow, this collaboration made sense as it incorporated deep cultural context into business. The use of Indian classical music in an advertisement was rare but highly effective in unifying tradition and modern-day marketing.

Hussain’s partnership added the value of authenticity, which is vital to online audiences who are seeking real people rather than brands. His partnership generated sharable, discussable content across channels to increase engagement. For marketers of the future, this campaign communicates how important culture is in producing astounding and effective omnichannel campaigns for both the young and old. It is a strong reminder that in order to get noticed, simply fusing tradition and creativity works.

Upasna Dash
Founder and CEO
Jajabor Brand Consultancy

Zakir Hussain’s Waah Taj! campaign is one of India’s most iconic advertising campaigns. It’s incredible that even after so many years, the visual imagery of Hussain effortlessly playing tabla in front of the Taj is a core memory etched on our minds. The campaign was a masterclass in balancing the incredible talent of one of India’s greatest musicians using just his beats to build brand resonance in an era of award-winning jingles.

The Waah Taj campaign brought Indian classical music into the lives of so many young people who may not have connected with it otherwise. In a country as diverse as India, Ustad Zakir Hussain was one of those rare artists who transcended age, region, and social background, creating a cultural bridge that touched everyone.

The campaign showed us how beautifully art and advertising can come together. At a time when classical music wasn’t seen as mainstream, Zakir Hussain made it accessible and relevant. What’s remarkable is that while he brought his grace, talent, and global appeal to the campaign, the brand remained the hero. He struck the perfect balance — his presence enhanced the message without ever overpowering it. For future marketers and advertisers, the campaign will always be a great example of timeless storytelling. It’s proof that it takes a great artist and an extremely deep-rooted brand to build something so balanced that neither overpowers the other.

Nagesh Joshi contributed to this story.