Brooke Bond Taj Mahal Tea, a Hindustan Unilever brand, has introduced a new musical innovation—the Chai Bansuri—a giant tea kettle installation that plays a classical raga using steam. Set along the banks of the Krishna River in Vijayawada, this experiential installation marks the brand’s latest tribute to Indian classical music, now celebrating the flute after iconic nods to the tabla and santoor.
As tea brews inside the kettle, steam rises through the spout and triggers a specially designed flute mechanism that plays the Hansdhwani Raaga, a beloved Carnatic composition. The music has been composed by renowned percussionist Taufiq Qureshi, with technical execution by flautist Hrishikesh Majumdar.
Conceptualized by Ogilvy India, the Chai Bansuri is the second chapter in Taj Mahal Tea’s award-winning musical campaign. Last year’s santoor installation in Vijayawada, which played Raag Megh Malhar using rainwater, earned a Silver at the Cannes Lions in the Outdoor category.
This campaign is deeply rooted in the brand’s legacy of blending tea with classical music, a tradition made iconic by the “Wah Taj” campaign featuring tabla maestro Zakir Hussain in the 1980s.
The latest installation not only celebrates Indian heritage and musical artistry but also enhances Brooke Bond Taj Mahal Tea’s positioning as a brand that offers more than just tea—it creates timeless experiences. Perfect for the modern Indian tea lover, this campaign combines sensory delight with cultural pride, resonating deeply in the age of immersive brand storytelling.
