Brooke Bond Taj Mahal Tea, owned by Hindustan Unilever Limited (HUL), has appointed Oscar and Grammy-winning composer A.R. Rahman as its brand ambassador. The association marks the launch of the brand’s new platform, ‘Awaken Your Masterpiece’, featuring a campaign film starring the composer.

The campaign, according to a Brooke Bond India press statement yesterday, explores how taking a purposeful pause over a cup of tea can help overcome creative blocks and rekindle inspiration.

In the film, Rahman turns to a freshly brewed cup of Taj Mahal Tea during a creative block, which sparks an uplifting melody culminating in the familiar ‘Wah Taj!’ refrain.

The partnership builds on the brand’s association with music spanning more than six decades.

Known for its ‘Hazaaron Mein Ek’ positioning and the iconic ‘Wah Taj!’ tagline, Taj Mahal Tea has sought to celebrate craftsmanship, quality and the pursuit of excellence.

Earlier, the late tabla maestro Zakir Hussain, who passed away in 2024, was the face of Taj Mahal Tea.

Commenting on the association, 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.”

He drew a parallel between Rahman’s pursuit of the perfect musical note and the brand’s tea-making process, which involves selecting leaves from thousands and blending them to create a distinctive taste.

Harshad Rajadhyaksha and Kainaz Karmakar, Group Chief Creative Officers, Ogilvy India, the ad agency that’s behind the campaign’s creatives, said the association was a natural extension of the brand’s musical legacy.

The campaign is led by Fritz Gonsalves and Jayesh Raut, while the film has been directed by Prakash Varma of Nirvana Films.

The ‘Awaken Your Masterpiece’ campaign film is now live across the brand’s digital and marketing platforms.