‘Sukoon ke Pal’ with Brooke Bond Taj Mahal ‘Chai Bansuri’ unveiled in Vijayawada

Hyderabad: In a unique fusion of tradition, technology, and music, Hindustan Unilever Limited (HUL) has unveiled the Brooke Bond Taj Mahal ‘Chai Bansuri’—an innovative tea kettle installation that uses steam to play classical music. The activation took place on Bhavani Island in Vijayawada on April 3, 2025.

The ‘Chai Bansuri’ is a functioning tea kettle with a specially designed spout that acts as a bansuri (flute). As the tea brews, steam flows through the flute mechanism and produces a live rendition of Raag Hamsadhwani. The installation is set against the backdrop of the Krishna River and is open to visitors who can enjoy a cup of Taj Mahal Tea while listening to the live, flute-generated music.

Continuing a Musical Legacy

Taj Mahal Tea has long associated itself with Indian classical music through partnerships with renowned artists. The brand’s philosophy, ‘Sukoon ke Pal’, aims to create moments of calm through tea and music.

“Taj Mahal Tea is synonymous with the best Indian tea and great Indian classical music,” said Shiva Krishnamurthy, Executive Director, Foods and Refreshment, Hindustan Unilever Limited. “The Taj Mahal Chai Bansuri is a wonderful way of celebrating this. A worthy sequel to last year’s Cannes Lion-winning and Guinness World Record-setting Taj Megh Santoor, I hope it makes people go, ‘Wah Taj’.”

Bringing Innovation to Indian Households

The campaign was developed in collaboration with Mindshare and Ogilvy. As part of a media-first strategy, the Chai Bansuri installation was integrated into an episode of Zee Telugu’s popular show Padamati Sandhyaragam. The storyline featured the lead character traveling to Vijayawada to witness the installation. Viewers also had the chance to win a contest to visit the site alongside the show’s protagonist.

“Our collaboration on the Taj Mahal Chai Bansuri exemplifies our commitment to pushing the boundaries of innovation, seamlessly blending tradition with technology,” said Amin Lakhani, CEO - South Asia, Mindshare. “This campaign is a reflection of the power of collaboration with Hindustan Unilever, Ogilvy, and Mindshare, bringing together strategic media expertise and creative excellence to craft something extraordinary.”

Engineering a Live Musical Experience

The Chai Bansuri installation took months of research and development to bring to life. Unlike conventional music installations, the flute mechanism plays live music directly through the steam, without any pre-recorded tracks.

“Taj Mahal tea has been a dearly loved brand across India,” said Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers at Ogilvy India. “To bring this alive, we have built an installation called Brooke Bond Taj Mahal Chai Bansuri—a larger-than-life tea pot that stands in Vijayawada. But here is the fun part—it is not just an art piece. It is a functioning teapot and a musical instrument. The boiling tea plays the flute live. No pre-recorded music. The tea plays the flute live. This has been an incredibly long journey of research and a test of our patience to get all the moving parts in place.”

They credited the success of the project to the collaborative effort of the team. “Nothing of this kind is possible without brilliant clients and our brilliant team led by Fritz and Jayesh. A very special mention of our Chief Technology Officer, Rajneesh Bolia, is imperative as he is our make-it-happen man. This is the kind of work that makes you get up and come to work every day.”

Immersive Public Experience

Visitors to the installation can sip on freshly brewed Taj Mahal Tea at the on-site pop-up tea house and enjoy the unique musical performance. The campaign is supported by an influencer-led digital outreach effort, taking the experience to audiences across India.