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 for Taj Mahal Tea. People here are ardent tea drinkers and passionate about the brand. The objective was to engage with the people of Vijayawada and make them experience the brand’s legacy in a modern, engaging, and unique manner, one that stayed true to its heritage while offering something they had never seen before. Idea: Presenting Chai Bansuri – The Tea Flute: a 500-litre kettle that played the flute by brewing tea. As the tea brewed, rising steam flowed through a concealed flute, activating mechanised fingers to perform the Raag Hamsadhwani. The installation was set up in a public park along the picturesque banks of the Krishna River. The visual of tea bubbling inside the transparent kettle, steam escaping in rhythmic patterns, and the live performance of a classical raga created an unforgettable experience.
