Brooke Bond Taj Mahal Tea, a brand owned by Hindustan Unilever Limited (HUL), has named Oscar- and Grammy-winning composer A.R. Rahman as its brand ambassador. The appointment coincides with the launch of the brand’s new platform, ‘Awaken Your Masterpiece’, and a campaign film featuring the composer. The association brings Rahman into the brand’s communication, which has earlier drawn on music and the idea of mastery in craft. The brand’s earlier association with tabla maestro Ustad Zakir Hussain was built around its ‘Wah Taj!’ tagline. As part of the new campaign, Rahman features in a film in which he turns to a cup of tea during a creative block. The film shows him finding inspiration for a melody, which ends with the phrase “Wah Taj!”. The campaign explores the role of pauses in the creative process. Commenting on the partnership, 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, added, “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 is led by our team, Fritz Gonsalves and Jayesh Raut. The film is shot by Prakash Varma (Nirvana Films), who has been an integral part of the visual language of the brand for over a decade now.”
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