A.R. Rahman Teams Up with Brooke Bond Taj Mahal Tea for ‘Awaken Your Masterpiece’ Campaign
Oscar and Grammy-winning composer A.R. Rahman has been named the new brand ambassador for Brooke Bond Taj Mahal Tea, a product of Hindustan Unilever Limited (HUL). This partnership marks a significant milestone in the brand’s enduring relationship with music and coincides with the launch of its latest campaign, ‘Awaken Your Masterpiece,’ which features Rahman in a new promotional film.
A New Chapter for Taj Mahal Tea
A.R. Rahman is celebrated for his contributions to Indian music and his work on international projects. His collaboration with Taj Mahal Tea is centered on creativity, dedication, and the pursuit of excellence. The brand, which has been synonymous with fine craftsmanship for over sixty years, is known for its slogan ‘Hazaaron Mein Ek’ and the iconic phrase ‘Wah Taj!’ This new association aims to blend the worlds of music and tea, drawing parallels between Rahman’s creative process and the meticulous selection and blending of tea leaves.
The ‘Awaken Your Masterpiece’ campaign delves into the importance of taking purposeful breaks during the creative process. In the campaign film, Rahman experiences a creative block before turning to a freshly brewed cup of Taj Mahal Tea. This moment of pause inspires him to rediscover his creative flow, ultimately leading to an uplifting melody and a joyful exclamation of ‘Wah Taj!’ The film emphasizes how moments of stillness can help creators regain clarity and find inspiration.
Celebrating a Legacy of Music
Ishtpreet Singh, VP Beverages at HUL, commented on the partnership, stating, “Over decades, Taj Mahal Tea and music have been inseparable, a bond that began with the legendary Ustad Zakir Hussain and the iconic ‘Wah Taj!’. As we carry that legacy forward, there could be no better custodian than A.R. Rahman, an artist whose genius is truly one in a thousand. Just as his music comes from finding the perfect note among countless possibilities, every cup of Taj Mahal is crafted from tea leaves carefully selected from thousands, blended to create a taste that stands apart. That is what makes Taj Mahal Tea Hazaaron Mein Ek ‘Wah Taj!'”
Harshad Rajadhyaksha and Kainaz Karmakar, Group Chief Creative Officers at Ogilvy India, also shared their thoughts on the campaign’s creative direction. They remarked, “Music and Taj Mahal Chai have been inseparable. It has been a beautiful journey of building a brand with music at its core and we’re thrilled to partner with A R Rahman this year. The brand story of finesse and the search for excellence sits really well with everything that A R Rahman stands for.” The campaign is led by Fritz Gonsalves and Jayesh Raut, with the film directed by Prakash Varma of Nirvana Films, who has been integral to the brand’s visual language for over a decade.
The ‘Awaken Your Masterpiece’ campaign continues Taj Mahal Tea’s musical legacy, which previously featured the legendary tabla maestro Ustad Zakir Hussain. With Rahman now on board, the initiative aims to celebrate creativity and the pursuit of artistic excellence.
