**Situation:**

Taj Mahal Tea, a patron of Indian classical music, faced stagnation in the key market of Vijayawada, India. The task was to rekindle consumer love and start positive conversations.

**Brief:**

Create an installation for the monsoon months that would create positive conversations for the brand in its key market.

**Objective:**

Increase brand love in the key market.

The "Megh Santoor," was an installation that redefined the experience of Indian classical music. This rain-powered billboard performed the Raag Megh Malhaar, also known as the Symphony of Rains, blending the elements of "Megh" (rainy clouds) with "Santoor" (Indian string and mallet instrument).

For the first time, we turned the inspiration for a symphony into the artist itself, offering consumers a novel way to interact with Indian classical music.

This fusion of nature and symphony created a mesmerizing spectacle, captivating audiences and fostering deeper connections with the brand. "Megh Santoor" represents a creative leap, allowing consumers to engage with classical music in a refreshing and exhilarating manner.

**Target Audience:**

We aimed to build brand love among consumers in Vijayawada, India, a marquee market for Taj Mahal Tea, where the brand faced stagnation, and subsequently among the millions in India that love Tea and Indian Classical music.

**Approach:**

Our approach focused on merging the cultural tradition of tea-drinking during the rains with Taj Mahal Tea's association with Indian classical music. We crafted "Megh Santoor," a rain-powered musical billboard, to resonate with consumers emotionally and intellectually. By strategically placing the installation at the Vijayawada Railway Station during peak monsoon months, we aimed to capture commuters' attention and create memorable experiences.

**Implementation:**

Engineering the “Megh Santoor” involved meticulous planning and collaboration between creative teams, technical specialists, and Indian Classical Music experts - all working together to create this billboard that played the Raag Megh Malhar, orchestrated by the rain.

**Timeline:**

The project spanned several months, from conceptualization to installation. Implementation commenced with ideation and design phases, followed by fabrication and testing. The final installation was unveiled during the peak monsoon months of August to October.

**Media Channel and Integration*

Strategically positioned at the entrance of the bustling Vijayawada railway station, "Megh Santoor" maximized visibility and engagement among commuters. This placement capitalizes on the cultural norm of tea stalls at railway stations, enhancing the sensory experience.

**Scale:**

The installation was strategically placed at the busy Vijayawada Railway Station. It weighed 320 Kgs, was placed 25ft above the ground and measured 75ft in length.

Proof of engagement:

The Megh-Santoor campaign went viral. The campaign video was one of the most circulated on WhatsApp even amidst the Cricket World Cup mania. The campaign video garnered 300k+ organic views within a month.

Google Search Terms were at breakout level, and the brand saw a 5000% increase in traffic.

Owned and Earned Media Results:

At least 10 major dailies nationally covered the campaign with earned PR valued at over $2.6M.

Neo Science Hub, a prestigious Science Magazine called it a “Beacon of technological and cultural convergence.”

Guinness World Records awarded the billboard the title of ‘The-Largest-Environmentally-Interactive-Billboard’

Consumer Loyalty:

Brand love saw increase across KPIs:

+5% in “Brand-that-is-worth-paying-more-for.”

+3% in “Is-better-quality-than-other-brands.”

+5% in “Brand-that-has-a-rich taste.”

Brand Perception:

Trial and Frequency of the brand went up by +15%