Bronze
Music & Sound
Experiential Use of Music & Sound
| Entrant: | Ogilvy India, Mumbai |
| Brand: | Brooke Bond Taj Mahal Tea |
| Title: | "Megh Santoor" |
| Corporate Name of Client: | Unilever |
| Client Company: | Hindustan Unilever Limited, Mumbai |
| Clients: | Shiva Krishnamurthy/Madhura Prabhudesai |
| Media Company: | Rapport, Mumbai |
| Media Planners: | Ankur Garg/Deesha Shah/Isita Das/Varun Shah/Ugandhar Saggu |
| Agency: | Ogilvy India, Mumbai |
| Agency Executive Chairperson: | Hephzibah Pathak |
| Global Chief Creative Officer: | Liz Taylor |
| Agency Chief Creative Officer, Asia Pacific: | Reed Collins |
| Chief Creative Officers: | Kainaz Karmakar/Harshad Rajadhyaksha/Sukesh Nayak |
| Executive Creative Director: | Fritz Gonsalves |
| Group Creative Director: | Jayesh Raut |
| Creative Director - Art: | Nirav Khant |
| Creative Director - Copy: | Varun Sharma |
| Copywriters: | Fritz Gonsalves/Varun Sharma |
| Art Directors: | Jayesh Raut/Nirav Khant |
| Agency Chief Strategy Officer: | Prem Narayan |
| Agency Strategic Planners: | Karishma Gupta/Aatman Pawar |
| Agency Business Director: | Nikhil Mohan |
| Agency Account Team: | Shrenika Ajeet/Neville Katrak/ Padma Badodekar |
| Production Company: | Absolute Pictures , Mumbai |
| Director: | Jaideep Duhaan |
| Executive Producer: | Prafull Sharma |
| Producer: | Heli Ajmera |
| Music Supervisor: | Taufiq Qureshi |
Description:
The installation was activated in the months of monsoon (August to October) at the busy Vijayawada Railway Station. This allowed us to take advantage of the cultural norm of tea stalls being ever present at these locations.
So, every time it rained, thousands of commuters could enjoy the one-of-a-kind live performance of Megh Santoor, while sipping on their hot cups of tea.
CULTURAL CONTEXT India and Taj Mahal Tea: Taj Mahal Tea, for 40 years, has been a patron of Indian classical music. Collaborating with Grammy-winning artists like Ustaad Zakir Hussain, the brand has cultivated a strong association with Indian classical music.
The Rain and Tea: In India, the tradition of enjoying tea during the rainy (monsoon) season is very common. Therefore, in order to build relevance, the musical outdoor was installed during the monsoon months of August to October.
Vijayawada and Taj Mahal Tea: Vijayawada is a marquee market for the brand, but it was facing stagnation. The brand created the Megh Santoor, blending the elements of rain, Indian Classical music, and tea seamlessly.
The installation was placed at the busy Vijayawada Railway Station to take advantage of the cultural norm of tea stalls always being present at such locations. This ensured that people could enjoy their piping hot cups of tea while listening to a one-of-a-kind musical performance in the rain.
The combination of these factors—cultural tradition, brand legacy, market dynamics, and timing—culminated in a campaign that not only celebrated tradition but also drove significant positive outcomes for the brand, both in terms of perception and business impact.