Oscar and Grammy-winning music composer A.R. Rahman has added another major brand association to his portfolio. Brooke Bond Taj Mahal Tea, owned by Hindustan Unilever Limited (HUL), has appointed the celebrated musician as its new brand ambassador. The announcement was made on November 2, 2026, alongside the launch of the brand's latest campaign, titled ‘Awaken Your Masterpiece’.
The partnership brings together two names associated with creativity, quality and excellence. While A.R. Rahman has earned international recognition for his contribution to music, Taj Mahal Tea has built its identity around craftsmanship and its iconic ‘Wah Taj!’ tagline.
A.R. Rahman Features in New Taj Mahal Tea Campaign
As part of the association, Rahman features in a new campaign film that explores the connection between creativity and taking a break. The film shows the composer experiencing a creative block while working on music.
He then takes a pause with a freshly brewed cup of Taj Mahal Tea. The moment helps him regain his creative flow, eventually inspiring an uplifting melody that ends with the familiar expression, ‘Wah Taj!’.
Through this campaign, the brand highlights the idea that even the most talented artists can experience moments when inspiration seems difficult to find. Sometimes, taking a short break can help refresh the mind and bring new ideas.
The campaign film is now available across Taj Mahal Tea's digital and marketing platforms.
What Is the ‘Awaken Your Masterpiece’ Campaign?
The new campaign is built around the idea of finding inspiration through a purposeful pause. Titled ‘Awaken Your Masterpiece’, it encourages people to step away from their routine for a moment, recharge and return to their creative pursuits with fresh energy.
The campaign also draws a connection between Rahman's approach to music and the brand's tea-making process. Just as the composer searches for the perfect musical note, Taj Mahal Tea focuses on selecting and blending quality tea leaves to create its distinctive flavour.
The brand's established positioning, ‘Hazaaron Mein Ek’, reflects this emphasis on standing out through quality and craftsmanship.
Taj Mahal Tea Continues Its Association With Music
Music has been an important part of Taj Mahal Tea's advertising identity for decades. The brand previously collaborated with legendary tabla maestro Ustad Zakir Hussain, who became closely associated with its memorable ‘Wah Taj!’ campaign.
Rahman's appointment continues this connection between the tea brand and celebrated musicians. His international reputation and contribution to Indian music make him a prominent addition to the brand's advertising journey.
Ishtpreet Singh, Vice President – Beverages at HUL, said the association was a natural fit because Rahman's musical excellence reflects the brand's own focus on quality and craftsmanship.
Ogilvy India Conceptualises the Campaign
The ‘Awaken Your Masterpiece’ campaign has been conceptualised by Ogilvy India. The creative team includes Fritz Gonsalves and Jayesh Raut, while the campaign film has been directed by Prakash Varma of Nirvana Films.
Ogilvy India's Group Chief Creative Officers, Harshad Rajadhyaksha and Kainaz Karmakar, said the brand's association with music has been a long-standing journey and expressed excitement about partnering with Rahman.
Prakash Varma has also been associated with Taj Mahal Tea's visual identity for more than a decade, making his involvement another continuation of the brand's established creative approach.
With A.R. Rahman now becoming the face of Brooke Bond Taj Mahal Tea, the brand is looking to strengthen its connection with music while introducing a fresh message about creativity, inspiration and the importance of taking a meaningful pause.
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