Broke Bond has rolled out a campaign 'Brooke Bond Taj Mahal Chai Bansuri', to spotlight a social experiment the brand conducted on the banks of the Krishna River at Vijayawada.

This is the brand's second leg of its musical-theme work for the HUL tea brand.

Conceptualised by Ogilvy, the campaign consists of an ad film.

The film captures the magic of the Brooke Bond Taj Mahal Chai Bansuri installation in Vijayawada - a striking structure designed in the shape of a tea kettle. Beyond its visual appeal, the installation holds a musical surprise: as the tea brews and steam rises through the spout, it activates a flute that plays the Hansdhwani Raaga, one of Carnatic music’s most cherished compositions. The musical element was composed by renowned percussionist Taufiq Qureshi, with technical innovation and execution led by flautist Hrishikesh Majumdar.

What we think about it: Strikes a melodic chord once again with a steam-powered kettle that beautifully blends the essence of tea time with the richness of Carnatic music. While the concept is intriguing and artistically presented, the narrative feels slightly prolonged and leans heavily on showcasing the installation. This is something the audience can’t directly engage with at the moment which makes it come across as more self-congratulatory than immersive.

Last year, in the same city, the agency’s installation adorned with santoor strings performed a rendition of the Raag Megh Malhar each time the strings interacted with rainwater. It won a Silver at the Cannes Lions International Festival of Creativity in the Outdoor Lions category.