HUL’s Premium Tea Label Clinches A.R Rahman Endorsement 

Hindustan Unilever Limited (HUL)’s Brooke Bond Taj Mahal Tea has sealed a celebrity endorsement with Oscar and Grammy-winning musical maestro A.R. Rahman. 

The partnership heralds the launch of the brand’s new platform, ‘Awaken Your Masterpiece’, alongside a campaign film featuring the composer .

For over sixty years, Taj Mahal Tea has developed its branding around the art of fine tea-making, focusing on quality and craftsmanship. The brand’s iconic tagline ‘Wah Taj!’ has become part of India’s cultural memory, and has often celebrated famous personalities who have mastered their craft.    

The 59-year-old composer, who is renowned for his contributions to music both in India and the world, continues Taj Mahal’s associations with creativity, dedication and the pursuit of excellence. Through the partnership, the brand further brings together the worlds of music and tea, extending its legacy of celebrating mastery and craftsmanship.

The ‘Awaken Your Masterpiece’ platform explores the crucial role of tea in the creative process, showcasing how a purposeful pause can help creatives overcome obstacles, regain clarity and find inspiration. The campaign encourages consumers to take a moment to recharge and pursue their own creative ambitions.

In the campaign film developed by Ogilvy India, Rahman seeks inspiration from a freshly brewed cup of Taj Mahal Tea during a creative block. This pause triggers an uplifting melody, and climaxes with the ‘Wah Taj’ tagline. It clearly underscores the dedication behind artistic excellence and encourages creators to awaken the maestro within.

Ishtpreet Singh, VP Beverages, HUL stated, “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!’.”

According to ASN data,  HUL, the parent company of Brooke Bond Taj Mahal Tea, has invested US$627k in the Asian sponsorship market since Q124, with a quarterly average investment of US$52k+ during this period. However, spending has dipped to zero since Q424, and this timely endorsement from an A-lister like A.R. Rahman is certain to push up its investment for Q426.