HUL Launches Tea Brewing With Music

Vijayawada: Hindustan Unilever Limited (HUL) on Friday unveiled the specially designed Brooke Bond Taj Mahal ‘Chai-Bansuri’, a first-of-its-kind installation where steam from a kettle creates music, transforming tea brewing into a mesmerising symphony. This ground-breaking creative is conceived and deployed in partnership with Mindshare and Ogilvy.

Taj Mahal Tea has from the very beginning been a proud champion of Indian classical music, collaborating with legendary artists who have shaped its rich legacy. At its heart lies the philosophy of ‘Sukoon ke Pal’—moments of pure tranquility, where music, flavour, and serenity come together to create an experience that lingers beyond the last sip. The Brooke Bond Taj Mahal Chai Bansuri takes this essence forward, blending heritage, artistry, and tea in a way never seen before. According to a press release, the tea kettle boasts an innovative design, transforming its spout into a flute (bansuri) as steam escapes through it. Executive Director of Foods and Refreshment, Hindustan Unilever Limited Shiva Krishnamurthy said, “Taj Mahal Tea is synonymous with the best Indian tea and great Indian classical music. The Taj Mahal Chai Bansuri is a wonderful way of celebrating this. A worthy sequel to last year’s Cannes Lion winning and Guinness World record setting Taj Megh Santoor, I hope it makes people go, ‘Wah Taj’.”