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Taj Mahal Tea Signs A.R. Rahman For Awaken Your Masterpiece

Ad Tribe! Bureau2 min read
A.R. Rahman, eyes lowered in thought, in Brooke Bond Taj Mahal Tea's Awaken Your Masterpiece campaign film

Brooke Bond Taj Mahal Tea has appointed composer A.R. Rahman as its brand ambassador and launched a new platform, 'Awaken Your Masterpiece', with a campaign film by Ogilvy India. The brand, from Hindustan Unilever, is linking tea to the moment a creator finds a way past a block.

  • Brand: Brooke Bond Taj Mahal Tea, Hindustan Unilever
  • Ambassador: A.R. Rahman
  • Platform: 'Awaken Your Masterpiece'
  • Agency: Ogilvy India; film shot by Prakash Varma, Nirvana Films

The Taj Mahal Tea Film

Rahman reaches for a freshly brewed cup during a creative block. The pause sparks an uplifting melody, and the film closes on the brand's phrase 'Wah Taj!'. The platform encourages people to stop, recharge and return to their own creative ambitions, and the film asks creators to awaken the maestro within.

Why A.R. Rahman

The brand has spent more than six decades on the craft of fine tea-making, with 'Hazaaron Mein Ek', or one in a thousand, as its line for people who have mastered a craft. Ishtpreet Singh, VP beverages, HUL, said the bond with music began with Ustad Zakir Hussain and 'Wah Taj!', and described Rahman as "an artist whose genius is truly one in a thousand". He compared finding a perfect note with selecting tea leaves from thousands.

What Ogilvy Said

Harshad Rajadhyaksha and Kainaz Karmakar, group chief creative officers, Ogilvy India, said the brand has been built with music at its core, and that its story of finesse and excellence suits what Rahman stands for. They said Fritz Gonsalves and Jayesh Raut led the campaign, and that Prakash Varma of Nirvana Films has shaped the brand's visual language for over a decade.

Why It Matters

Zakir Hussain's association made 'Wah Taj!' part of India's cultural memory. Putting a composer of Rahman's standing in that seat keeps the music thread intact, while the new platform shifts the idea from mastery itself to the everyday pause that leads to it.

The campaign film is live across the brand's digital and marketing platforms, including a 30-second cut on the Taj Mahal Tea YouTube channel.

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#A.R. Rahman#Brand Ambassadors#hindustan unilever#Ogilvy#Taj Mahal Tea
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