Cinema VinesOscar and Grammy‑winning composer A.R. Rahman has been named the new brand ambassador for Brooke Bond Taj Mahal Tea, a flagship tea line owned by Hindustan Unilever Limited (HUL). The partnership comes as the brand launches its latest advertising campaign, “Awaken Your Masterpiece,” which showcases Rahman in a fresh film that blends music and tea in a creative narrative.
For more than sixty years, Taj Mahal Tea has cultivated an image of fine craftsmanship, anchored by the iconic “Hazaaron Mein Ek” slogan and the signature “Wah Taj!” call‑out. By aligning with Rahman, the brand seeks to merge the worlds of music and tea, drawing parallels between the composer’s creative process and the meticulous selection and blending of tea leaves that produce each cup.
The campaign film follows Rahman as he encounters a creative block. He turns to a freshly brewed cup of Taj Mahal Tea, and the pause sparks a renewed flow of inspiration, culminating in an uplifting melody and a triumphant “Wah Taj!” moment. The narrative underscores how brief, purposeful breaks can restore clarity and spark creativity.
Ishtpreet Singh, Vice President of Beverages at HUL, said the partnership builds on a legacy that began with legendary tabla maestro Ustad Zakir Hussain. “Over decades, Taj Mahal Tea and music have been inseparable,” Singh noted. “There could be no better custodian than A.R. Rahman, whose genius is truly one in a thousand.” He added that just as Rahman finds the perfect note among countless possibilities, each cup of Taj Mahal is crafted from tea leaves selected from thousands, blended to create a taste that stands apart.
Harshad Rajadhyaksha and Kainaz Karmakar, Group Chief Creative Officers at Ogilvy India, explained the creative direction: “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.” They highlighted that the campaign is led by Fritz Gonsalves and Jayesh Raut, with the film shot by Prakash Varma of Nirvana Films, who has shaped the brand’s visual language for over a decade.
With Rahman’s involvement, Taj Mahal Tea continues its long-standing association with music, adding a contemporary layer to a heritage brand that has previously featured legends such as Ustad Zakir Hussain.
