Brooke Bond Taj Mahal Tea, owned by Hindustan Unilever Limited (HUL), has appointed Oscar and Grammy-winning composer A.R. Rahman as its brand ambassador. The move comes with the launch of a new campaign platform, ‘Awaken Your Masterpiece’, which positions tea as a moment of pause and inspiration in the creative process.
The campaign explores how a purposeful break can help creators overcome creative blocks and rediscover inspiration, with a quiet moment over a cup of tea bringing clarity and sparking new ideas. In the film, Rahman turns to a freshly brewed cup during a creative block, which inspires an uplifting melody and ends with the brand’s signature ‘Wah Taj!’ expression.
Ishtpreet Singh, VP, Beverages, HUL, said the partnership builds on the brand’s decades-long bond with music, which began with tabla maestro Ustad Zakir Hussain and the iconic ‘Wah Taj!’ campaign. He called Rahman the ideal custodian of that legacy, adding that the brand’s careful selection and blending of tea leaves mirrors his pursuit of the perfect note.
Harshad Rajadhyaksha and Kainaz Karmakar, Group Chief Creative Officers at Ogilvy India, said the brand’s story of finesse and the search for excellence fits well with everything A.R. Rahman stands for. The campaign was conceptualised by Ogilvy India, with Fritz Gonsalves and Jayesh Raut leading the creative team, and the film was directed by Prakash Varma of Nirvana Films, a decade-long brand collaborator.
