Taj Mahal Tea and Music: A new chapter with A.R. Rahman

Music has been part of Taj's journey

Beverage brands have always looked at different ways of connecting with consumers. But there are some brands that have managed to build an association that goes beyond the product. Taj Mahal Tea is one such example. Its association with music goes back several years, and those who have followed advertising will certainly remember the commercials featuring the legendary tabla maestro Zakir Hussain.

I still find those pieces of communication refreshing. There was something different about the way Zakir Hussain was presented. It was not just another celebrity endorsing a product. His music and personality fitted naturally into the brand's communication. Over the years, this association became so strong that music almost became a brand property for Taj Mahal Tea.

Now the brand has moved ahead with A.R. Rahman. It is interesting that Taj has continued with music rather than looking at an entirely different route for its communication. In many ways, Rahman is taking forward something that the brand has built over the years.

From Zakir Hussain to Rahman

Zakir Hussain was associated with Taj Mahal Tea for a long time. His advertisements are still remembered, and that is not something every brand can claim. The association worked because there was a natural fit between the musician and the product. It was also a time when celebrity endorsements were not as crowded as they are today.

Rahman brings a different personality to the brand. His music direction and compositions have made him popular across generations. He has also earned recognition internationally. While he has endorsed brands in a few categories, he is not overused as an ambassador. This is an important factor.

We have seen celebrities endorsing several brands at the same time. Sometimes, the consumer remembers the celebrity but is unable to recall which brand he or she was promoting. Rahman has managed to avoid becoming one of those overexposed personalities.

His association with Taj Mahal Tea is also relevant because music is something he is known for. As an ambassador, his strong credentials as a composer and music director should help the brand remain top of mind. It is not simply his popularity that matters, but what he brings to the association.

The brand fit goes beyond an endorsement

A category like tea is more known for its taste and aroma. Consumers have their own preferences, and the quality of the blend is what eventually makes them choose a particular brand. Taj Mahal Tea has built its reputation on the quality of its blend and has maintained a certain standing in the market over the years.

But the brand has also understood the importance of building a communication platform beyond the product. Its association with music has helped it do this. The relationship with Zakir Hussain was not a one-off campaign. It continued for years and gave Taj a certain recall that was different from the usual tea advertising.

The brand's announcement about Rahman also refers to how music and Taj Mahal chai have been inseparable. It talks about the journey of building a brand with music at its core and draws a connection between finesse and the search for excellence that Rahman represents.

I think the choice is relevant. Taj Mahal is known for its quality blend, and it therefore needs a personality who can maintain the same level that the brand has attained over the years. Rahman appears to fit that requirement. His musical background and the respect he commands make him a natural choice.

There is also a certain continuity in the choice. Zakir Hussain and Rahman belong to different musical worlds, but both have made their mark through their work. The brand has retained its association with music while bringing in a personality who can appeal to a new generation of consumers.

Keeping the association alive

The interesting part will be how Taj Mahal Tea uses Rahman in its future communication. An ambassador can certainly bring attention to a brand, but the campaign has to make the association meaningful. The music should not become just a backdrop to another celebrity advertisement.

Taj has a good foundation to work with. The Zakir Hussain association has been remembered for years, and Rahman now has the opportunity to take it forward. The brand needs to ensure that its communication continues to reflect the same finesse and quality that it has always stood for.

In advertising, we often see brands moving from one idea to another in search of something new. But sometimes, it is better to build on an association that has worked well. Taj Mahal Tea seems to have recognised this.

Ultimately, consumers will continue to buy the brand for its taste and aroma. That is the product promise, and it cannot be compromised. But music has given Taj another reason to stay in the consumer's mind.

From Zakir Hussain to A.R. Rahman, the brand has had an interesting journey. It is not often that a beverage brand manages to sustain such an association with music over so many years. Rahman now has the responsibility of carrying it forward, and it will be interesting to see how the brand builds on what it has already achieved.