• 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.

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.

RAGA OR INDIAN SYMPHONIES:

Indian classical music is characterized by a diverse range of ragas, or symphonies. One intriguing aspect of ragas is their flexibility, unlike their Western counterparts. Artists have the freedom to improvise and interpret ragas according to their own unique style, whether through vocals or musical instruments. This flexibility stems from the fact that each raga is comprised of a specific set of musical notes, which can be rearranged to create new melodies.

One such raga is Raag Megh Malhaar, also known as the Symphony of Rains, which is traditionally sung to celebrate the arrival of rainfall. The strings of Megh Santoor were crafted with the notes of Raag Megh Malhaar, capturing the essence of this raga and enhancing the connection between music and nature.

RAAG MEGH MALHAAR:

One such raga is Raag Megh Malhaar, also known as the Symphony of Rains, which is traditionally sung to celebrate the arrival of rainfall. The strings of Megh Santoor were embedded with the notes of Raag Megh Malhaar.

Megh Santoor is derived from two words - Megh and Santoor. ‘Megh’ means rain-bearing clouds and ‘Santoor’ is an Indian string and mallet musical instrument.

Megh Santoor blends "Megh," representing rain-bearing clouds, with the trapezoid-shaped Indian instrument, 'Santoor', known for its strings and ornate mallets. Strings are grouped in threes atop a protruding bridge, played rhythmically with mallets to create music. Honoring the original Santoor's design, we meticulously replicated and enlarged every detail, including the mallets' design, color, and texture. Megh Santoor retains the same shape but with proportional magnification. Unlike the standard Santoor, Megh Santoor features an equal number of mallets and strings, and uses the rain as the musician. Additionally, each string digitally incorporates the authentic sound of a Santoor.