Master of percussion and the ad world

Ustad Zakir Hussain’s connection to the tabla is legendary, but what about his wit and charisma on camera? Equally enthralling. I recall seeing an interview with Simi Garewal, where she asked him, "How do you take care of your hands?" He quickly replied, "I play the tabla." Isn’t this typical of Ustad? What else would you expect from the master of percussion? But there’s more. During the same interview, he disclosed something fascinating: when he plays other drums, such as western or conga drums, his fingers crack. However, when he plays the tabla, they heal. It appears the tabla was more than just a passion for him; it was a calling. It’s almost as if he was born to play it.

Master of Percussion and the Ad World:
Ustad’s influence isn’t just limited to percussion. His involvement in the advertising world has been equally selective but powerful. Over the years, I’ve only seen him collaborate with a few brands: Taj Mahal Tea, Titan, and Tata Capital. And let’s be honest, some of his ads have gone down in history. The Taj Mahal Tea ad became iconic with the "Wah Taj" narrative, and Ustad’s tabla rhythms set the perfect tone. Then there was the Titan campaign, which was nothing short of a masterpiece. It featured Ustad Zakir Hussain alongside other legendary maestros, like Hariprasad Chaurasia and Pandit Ravi Shankar. The kind of collaboration you just can’t replicate.

I still remember the feeling when I first saw the Taj Mahal Tea campaigns. Back in my college days, when I was deciding to pursue a career in advertising, the 'Wah Taj' ad was one of my greatest inspirations. The storytelling in that ad stayed with me—the seamless transition from the cheering “Wah Ustaad” to the iconic “Wah Taj” perfectly captured the essence of both Zakir’s performance and the brand. It was a masterclass in how to weave music, culture, and emotion into a story that lingers long after it ends. It felt less like Ustad stepping into the world of the Taj brand and more like the brand stepping into Ustad’s universe.

Ustad Zakir Hussain’s collaborations transcended traditional boundaries, making every campaign he was part of feel like a piece of art. Though he is no longer with us, his percussion continues to resonate, especially in the iconic ads he helped bring to life.

“Wah Ustad, Wah!”