Brooke Bond Taj Mahal Tea has announced the appointment of music composer AR Rahman as its brand ambassador.

The partnership launches alongside the brand’s new platform, Awaken Your Masterpiece, and a campaign film featuring Rahman.

As per the brand, Rahman, who has continually pushed the boundaries of Indian music and taken it to audiences across the world, embodies the creativity, dedication and pursuit of excellence the brand celebrates. 

Awaken Your Masterpiece looks at the role of tea in the creative journey. Through the platform, the brand invites everyone to pause, recharge and find the lift to pursue their own masterpiece.

The campaign has been conceptualised by Ogilvy. 

In the film, Rahman turns to a freshly brewed cup during a creative block, sparking an uplifting melody that culminates in a joyful “Wah Taj!”. 

Ishtpreet Singh, VP - beverages, HUL said, "Over decades, Taj Mahal Tea and music have been inseparable, a bond that began with the legendary Ustad Zakir Hussain and the iconic 'Wah Taj'. As we carry that legacy forward, there could be no better custodian than AR Rahman, an artist whose genius is truly one in a thousand. Just as his music comes from finding the perfect note among countless possibilities, every cup of Taj Mahal is crafted from tea leaves carefully selected from thousands, blended to create a taste that stands apart. That is what makes Taj Mahal Tea Hazaaron Mein Ek ‘Wah Taj!’.”

Harshad Rajadhyaksha and Kainaz Karmakar, group chief creative officers, Ogilvy India, said, “Music and Taj Mahal chai have been inseparable. It has been a beautiful journey of building a brand with music at its core and we’re thrilled to partner with A R Rahman this year. The brand story of finesse and the search for excellence sits really well with everything that AR Rahman stands for. The campaign is led by our team, Fritz Gonsalves and Jayesh Raut. The film is shot by Prakash Varma (Nirvana films), who has been an integral part of the visual language of the brand for over a decade now."