The passing of Ustad Zakir Hussain, the celebrated tabla virtuoso, has left a profound silence in the world of music. Yet, his influence transcends generations and continues to resonate across cultures.
While Zakir Hussain’s unparalleled mastery over the tabla redefined Indian classical music, his impact was not confined to the concert stage alone. He left a remarkable legacy in advertising, particularly through his iconic collaboration with Brooke Bond Taj Mahal Tea. This partnership seamlessly fused the timeless tradition of Indian classical music with the artistry of tea-making, creating an unforgettable cultural moment.
Launched in 1966, Brooke Bond Taj Mahal Tea was initially positioned as a premium product, aimed at a more affluent, cosmopolitan audience. The brand was synonymous with refinement and elegance, with advertisements showcasing a lifestyle of sophistication. The early campaigns featured models such as Malavika Tiwari performing aerobics, reinforcing the idea of an exclusive, upper-crust tea experience. The phrase “Ah, Taj” became almost synonymous with the tea’s smooth and aromatic taste, and mornings were incomplete without a cup of Taj Mahal Tea.
However, by the 1980s, the brand faced a new challenge. Its growing popularity among the middle class meant that Brooke Bond Taj Mahal Tea had to reposition itself. The goal was clear: retain its image of exclusivity while also appealing to a wider, more diverse consumer base. To achieve this, the brand needed a fresh approach that would resonate with the aspirations of middle-class consumers while preserving the premium feel it had built over the years.
Brooke Bond undertook extensive research to understand what made Taj Mahal Tea unique. Agencies like Quantum and Hindustan Thompson Associates (HTA) worked tirelessly to identify the core qualities that set the tea apart—color, aroma, and taste. One of the key findings was the central role of the tea taster, whose skill ensured the perfect blend of flavors. This precision and dedication to detail became central to the messaging in the new advertising campaign.
HTA’s creative team, led by strategic planner Dhiren Chaddha, developed an approach that would elevate Taj Mahal Tea’s core values of excellence and mastery while appealing to a broader audience. The campaign needed a face—a figure whose persona embodied precision, artistry, and authenticity. Enter Ustad Zakir Hussain.
Zakir Hussain, a maestro of the tabla, became the perfect embodiment of Taj Mahal Tea’s values. Known for his unparalleled skill, discipline, and virtuosity, Hussain represented the finest in Indian classical music. His global recognition and humble grace made him an ideal fit for a brand that sought to communicate the perfect blend of tradition and modernity.
Much like the meticulous craftsmanship required to play the tabla, Taj Mahal Tea required precision and care in its creation. Hussain’s persona, a combination of masterful artistry and humility, resonated with both the elite and the aspirational middle class. The synergy between his mastery of rhythm and the delicate process of tea-making created an authentic and powerful narrative.
The commercial that sealed the partnership between Zakir Hussain and Taj Mahal Tea became a milestone in Indian advertising. Set against the awe-inspiring backdrop of the Taj Mahal, the ad featured Zakir Hussain engrossed in his tabla performance, each beat of his fingers bringing forth the magic of Indian classical music. A voiceover by the legendary Harish Bhimani echoed, praising his artistry with the words, “Wah Ustad, wah!”
What made the commercial so captivating was its seamless integration of two rich cultural traditions: classical Indian music and the art of tea-making. As Hussain finished his performance, he sipped a cup of Taj Mahal Tea, responding with the memorable line, “Arey huzoor, wah Taj boliye!”—a clever wordplay that linked the perfection of the Taj Mahal, the precision of the tabla, and the art of making the perfect cup of tea.
The phrase “Wah Taj!” became an instant catchphrase, and the commercial struck a deep chord with Indian audiences. It celebrated the finest aspects of Indian craftsmanship—whether in music or tea—creating an enduring connection between the brand and its customers.
Zakir Hussain’s partnership with Taj Mahal Tea was a turning point for the brand. His involvement in the campaign introduced millions of Indians to classical music in a way that was both accessible and deeply resonant. By associating Taj Mahal Tea with the cultural richness of classical music, the campaign elevated the brand’s image, making it more than just a beverage; it became a symbol of tradition, mastery, and excellence.
This collaboration also set a precedent for future campaigns that would continue to celebrate India’s classical music heritage. Taj Mahal Tea’s association with musicians like Pt. Niladri Kumar and Pt. Rahul Sharma helped solidify its image as a brand deeply rooted in Indian culture and craftsmanship.
Today, Taj Mahal Tea remains one of India’s most cherished tea brands. The company has successfully evolved with the times, adapting to changing consumer preferences while staying true to its roots of excellence and quality. The legacy of Zakir Hussain’s association with the brand continues to influence its marketing and branding strategies, reinforcing the brand’s connection to craftsmanship and precision.
The brand has expanded its reach, offering a variety of blends and flavors to cater to a wider audience, yet it has never lost sight of the core values that made it an iconic brand—quality, mastery, and an unwavering commitment to excellence.
The partnership between Zakir Hussain and Brooke Bond Taj Mahal Tea is a powerful example of how traditional craftsmanship can transcend generations. Zakir Hussain’s remarkable legacy as a tabla virtuoso, combined with the timeless quality of Taj Mahal Tea, created a cultural moment that continues to resonate with audiences today.
As we remember Ustad Zakir Hussain, it’s important to recognize his contributions not only to music but also to the world of advertising. His collaboration with Taj Mahal Tea brought together the finest elements of Indian culture and craftsmanship, creating a brand narrative that endures to this day. In a world of fleeting trends, the bond between Zakir Hussain and Taj Mahal Tea stands as a lasting testament to the power of tradition, artistry, and the pursuit of excellence