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. 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.
