Description
BY MAKING MUSIC THROUGH TEA, TAJ MAHAL TURNS AROUND GROWTH IN AP WITH +13% VOLUME & +5519 BPS MEANINGFULNESS Eroding brand health pulled business down in Andhra Pradesh- Taj's heartland- demanding bold intervention. To rebuild ‘meaningfulness’, Taj went beyond advertising with an experience fusing 3 pillars: classical music, sukoon and tea. In Indian homes, the most comforting sound isn't silence; it's the musical sound of the kettle's whistle, signalling sukoon. For a brand built on classical music and sukoon, this was fertile ground. But in AP, birthplace of Carnatic, the music had to speak their language. So Taj created 'Chai Bansuri': a 500-litre kettle that played Raag Hamsadhwani by brewing tea on the Krishna Riverbanks, fusing Carnatic heritage, sukoon and tea in one spectacular experience. Restoring cultural connection, it delivered +5519 BPS meaningfulness & +13% volume growth- while the category declined 9% and Chakra Gold plummeted 17%, turning around Taj's vital market.
