Brewing Harmony: How Taj Mahal Tea & Ogilvy Created a Life-Size Kettle That Plays Music

Taj Mahal Tea and Ogilvy created an amazing installation—the Brooke Bond Taj Mahal Chai Bansuri—a 500-litre life-size tea kettle that turns steam into actual flute music. Located on the Krishna Riverbank in Vijayawada, this innovative building marries engineering, art, and Indian classical music to create a multisensory experience. While this is happening, tea is being brewed inside the kettle. Steam travels through a specially designed bansuri (flute) that has been built into the kettle spout, piping soothing Raag Hamsadhwani live—no CDs.

This ambitious project, guided by Ogilvy's creative and technical staff, was years of research and attention to detail in the making. This celebrates Taj Mahal Tea's rich heritage association with classical music and offers visitors a serene moment of "Sukoon" (peace) where tea and music unite.

 

Source: BestMediaInfo, Afaqs, Economic Times BrandEquity