Steaming Ahead: How ‘Crea-tea-ive’ Thinking Is Stirring Up the Campaign Trail

Brooke Bond Taj Mahal has concocted a fine blend of tradition and technology in its new outdoor campaign, the 'Chai-Bansuri' installation, which has fascinated people today in Vijayawada. The innovative project, designed by Ogilvy India, is a gigantic teapot that releases steam in sync with live Indian classical flute recitals-each note generated in real time by the boiling tea itself, without the use of pre-recorded tracks.

 

The campaign has been the result of a culmination of eight months of effort put in by Ogilvy, renowned percussionist Taufiq Qureshi, flautist Trishik Majum, and a dedicated team of engineers. The team collectively worked to see to it that all the details of the installation, from musical notes to the technological execution, were well researched and incorporated.

 

With a media spin, Mindshare collaborated with Zee Telugu to integrate special content from the installation into 'Padamati Sandhyaragam,' one of the network's top shows, further increasing the campaign's reach and impact.

 

This groundbreaking undertaking is a reminder of the potential of bringing together art and technology, presenting a multisensory experience that appeals both to heritage and contemporary culture along the campaign trail.

 

Source: The Hindu BusinessLine