When tea hits the high notes: Brooke Bond’s musical brew

In a fusion of tradition, technology, and artistry, Hindustan Unilever Limited (HUL) unveiled the Brooke Bond Taj Mahal ‘Chai-Bansuri’—an installation where steam from a larger-than-life teapot plays Indian classical music. This creative was conceived, designed and executed by Ogilvy India, while Mindshare led the amplification strategy, leveraging deeper cultural resonance.

“Taj Mahal Tea embodies the perfect blend of India's finest tea and soulful classical music,” said Rajneet Kohli, executive director—foods and refreshment at 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'.”

Taj Mahal Tea has always championed Indian classical music, collaborating with legendary artists who have shaped its rich legacy. At its heart lies the philosophy of ‘Sukoon ke Pal’ (Moments of pure tranquillity), where music, flavour, and serenity come together to create an experience that lingers beyond the last sip. The Brooke Bond Taj Mahal Chai Bansuri takes this essence forward, blending heritage, artistry, and tea in a way never seen before. 

“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. 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 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 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 amplify the activation, Mindshare partnered with Zee Telugu for exclusive integrations in one of the channel’s shows, Padamati Sandhyaragam. In a real-life activation within the storyline of a television fiction show, the lead character Aadhya (played by Preethi Sharma), travelled to Vijayawada to witness the unveiling of the Brooke Bond Taj Mahal Chai Bansuri installation. This integration took the musical marvel into homes across the region, sparking conversations among audiences. Fans also entered a contest for the chance to experience the magic alongside the lead protagonist, while an influencer-led digital campaign extended the installation’s reach nationwide.

Campaign’s take: In India, tea isn’t just a brew—it’s an emotion, often best served with a side of art, music, and nostalgia. Brooke Bond Taj Mahal Tea knows this playbook well.

After serenading the rain gods last year with a giant ‘Megh Santoor’ billboard that literally sang when it poured, the brand has now turned up the heat (and the melody) with its latest stunt: the ‘Chai-Bansuri’ installation. This time, steam—not raindrops—is the star.

A massive teapot in Vijayawada releases steam through concealed flutes, mechanically engineered to perform Raag Hamsadhwani in real-time. It’s not just hot air either; this is a calculated blend of culture, technology, and sheer engineering persistence.

For a brand whose ‘Wah Taj’ tagline became synonymous with the magic of Ustad Zakir Hussain’s tabla, the Chai-Bansuri feels like a natural riff—one that modernises its long-standing affair with Indian classical music without diluting its heritage.

Mindshare’s strategic pivot into in-television storytelling via Zee Telugu’s Padamati Sandhyaragam ensured the teapot’s musical musings reached living rooms, not just installation gawkers. The result? More than just an Instagrammable moment—it’s a stirring reminder that when you market emotions, not just products, you strike the sweetest chords.