Description
Context and Objective: Taj Mahal Tea has been associated with Indian classical music for over forty years. Vijayawada, in Andhra Pradesh, is a marquee market where people are ardent tea drinkers and deeply connected to the brand. The objective was to re-engage this audience through outdoor, by transforming a public space into a living expression of the brand’s legacy. Idea: In April 2025, the world witnessed for the first time a new way to create live music: Chai Bansuri – The Tea Flute. A 500-litre kettle that played the flute by brewing tea. Installed in a public park on the banks of the Krishna River, it turned outdoor media into a live performance. As the tea brewed, rising steam flowed through a concealed bansuri, activating mechanised fingers to perform Raag Hamsadhwani. The transparent kettle, visible brewing process, and real-time music transformed a static outdoor site into an immersive, living spectacle.
