WHEN TEA BREWS, MUSIC PLAYS

Brooke Bond Taj Mahal Tea and Ogilvy India unveiled The Tea Flute in Vijayawada, a giant transparent kettle installation that plays Raag Hamsadhwani on a flute powered by tea steam. Celebrating four decades of musical heritage, the spectacle transforms brewing into a cultural performance, blending tradition, innovation, and sensory storytelling.  

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In a striking fusion of ritual and art, Brooke Bond Taj Mahal Tea has unveiled The Tea Flute, an oversized outdoor installation that turns the act of brewing tea into a living symphony. Spotlighted by Little Black Book (LBBonline) as part of Asia’s new wave of oversized OOH spectacles, the installation redefines how brands can create immersive experiences that transcend advertising.  

Installed on the banks of the River Krishna in Vijayawada, the centrepiece is a giant transparent kettle that performs Raag Hamsadhwani on a flute, powered entirely by the steam of brewing tea. The spectacle is not just a technical marvel but a cultural tribute, weaving together the brand’s four-decade-long association with India’s classical music heritage. For generations, Brooke Bond Taj Mahal Tea has been synonymous with evocative sitar and tabla notes in its campaigns, and this installation extends that legacy into a tangible, multisensory encounter.  

The creative minds behind the project, Fritz Gonsalves and Jayesh Raut, Executive Creative Directors at Ogilvy India, describe the philosophy driving the idea: “Ideas you can touch, feel, listen to, smell, and share are the ones that stay with people. Layer in a local landmark and you add cultural weight – making the brand truly unmissable.” Their words capture the ambition of the installation, which is designed not only to surprise but to resonate deeply with audiences by engaging multiple senses at once.  

By situating the installation at a riverside landmark, the brand has ensured that the experience is rooted in local culture while simultaneously speaking to a national audience. The River Krishna setting adds a layer of symbolism, connecting the purity of water with the ritual of tea and the transcendence of music. The choice of Raag Hamsadhwani, known for its uplifting and auspicious qualities, further amplifies the emotional impact, making the performance both culturally significant and universally appealing.  

This campaign exemplifies how brands are increasingly moving beyond conventional advertising to create spectacles that blur the boundaries between art, culture, and commerce. Oversized OOH activations across Asia are becoming stages for storytelling, and The Tea Flute demonstrates how a brand can elevate its heritage into a shared public experience. By transforming steam into sound, the installation embodies the brand’s ethos of refinement and artistry, while offering audiences a moment of wonder in their everyday lives.  

For Brooke Bond Taj Mahal Tea, the installation is more than a marketing device; it is a statement of intent. It reinforces the brand’s position as a custodian of tradition while embracing innovation, ensuring that its legacy remains relevant in a rapidly evolving cultural landscape. In doing so, it sets a benchmark for how sensory storytelling can make a brand not just visible, but unforgettable.