• Situation: Taj Mahal Tea has been a patron of Indian classical music and wanted to connect with its audience in an engaging way.

• Brief: Create a memorable installation, specifically for the monsoon season that would create positive conversation for the brand

• Objectives: The objective was to increase awareness and brand love.

• Impact

Taj’s Volume Market Share grew by +1.3% in October 2023. Brand penetration went from 90% Pre-Campaign to 92.60% in October.

• Reach

The campaign went viral on social media and the video was one of the most shared ones. In one week, the video garnered 41k organic views and reached 300k+ organic views a month later. Google termed it “Breakout” as all the relevant search terms grew by 5000%. The campaign was also covered by at least 10 major dailies nationally and was valued at over $2m.

• Brand perception

Before this campaign, Top of Mind Awareness (TOMA) was stuck at 74%. With this campaign the brand TOMA shot up by 15% to 89 (highest ever for Taj-Mahal-Tea) for a period of 4 months (July to October 2023)

• Achievement against objectives

Top of Mind Awareness (TOMA) grew by 15% percent, from 74%

TEA AND RAIN:

In India, sipping tea while enjoying rain is a national pastime during the monsoon months. Whether in bustling cities or far-off villages, people throughout India gather at tea stalls or cozy up at homes to relish their beloved cup of tea.

THE INDIAN CLASSICAL SYMPHONIES OR RAGAS

Indian classical music consists of various ragas or symphonies. An interesting aspect of Raga is that, unlike their Western counterpart, Ragas are flexible. Artists are free to improvise and create their renditions of the said Raga as per their singing style or musical instrument. This is possible as each Raga consists of a set of musical notes, which can be rearranged to create a new melody. Raag Megh Malhaar, or the symphony of rains is one such Raga that’s sung to celebrate the arrival of rainfall. The strings of Megh Santoor were embedded with the notes of Raag Megh Malhaar.

RAAG MEGH MALHAAR

Raag Megh Malhaar, or the symphony of rains is an ancient Raga that is sung during the arrival of Monsoon. Originally crafted as an ode to the rain. This was the first time that the inspiration for a symphony had ended up performing it.

TEA STALLS AT RAILWAY STATION:

Railway stations across India are peppered with tea stalls and tea vendors. These stalls rarely shut and are always brewing fresh tea. No matter what time of the day, one can always see a crowd of tea drinkers sipping on piping hot at these stalls.

The concept behind Megh Santoor was to craft a musical instrument exclusively played by the rain. Derived from "Megh," meaning rainy clouds, and "Santoor," an Indian string and mallet instrument, Megh Santoor came to life. It was strategically placed in front of a Railway Station, surrounded by numerous tea stalls. This ensured that anyone passing through the station experienced this masterpiece firsthand, accompanied by the aroma of freshly brewed tea.

Passengers, taxi drivers, and the general public were captivated as they witnessed the falling rain move the mallets, striking the strings, and creating music. Megh Santoor offered a rare and mesmerizing experience, bringing together three beloved activities for Indians during the monsoon season: enjoying the rain, sipping tea, and listening to Indian music.