A.R. Rahman Joins Taj Mahal Tea As Brand Ambassador, Launches New Campaign
Known for its iconic ‘Wah Taj!’ tagline, Taj Mahal Tea has celebrated excellence and craftsmanship for over six decades
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Brooke Bond Taj Mahal Tea, owned by Hindustan Unilever Limited (HUL), has announced Oscar and Grammy-winning composer A.R. Rahman as its new brand ambassador. The association marks the launch of the brand’s new platform, ‘Awaken Your Masterpiece’, accompanied by a campaign film featuring the music composer.
With this partnership, Taj Mahal Tea aims to strengthen its long-standing association with music and artistic excellence. The brand, known for its iconic ‘Wah Taj!’ tagline and ‘Hazaaron Mein Ek’ positioning, has celebrated craftsmanship and excellence for over six decades.
Rahman’s association reflects the brand’s focus on creativity, dedication and the pursuit of perfection, bringing together the worlds of music and tea.
The ‘Awaken Your Masterpiece’ platform highlights the importance of taking a pause during the creative process. It positions tea as a moment of refreshment and reflection that can help creators overcome creative blocks and find renewed inspiration.
In the campaign film, Rahman turns to a freshly brewed cup of Taj Mahal Tea during a creative block, eventually finding inspiration for an uplifting melody that culminates in the brand’s signature ‘Wah Taj!’ expression.
Commenting on the association, Ishtpreet Singh, VP – Beverages, HUL, said, “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, Ogilvy India, said, “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 has been led by Ogilvy’s Fritz Gonsalves and Jayesh Raut, while the film has been directed by Prakash Varma of Nirvana Films. The campaign film is now live across the brand’s digital and marketing platforms.