Taj Mahal, India’s major tea brand, has announced a Guinness World Record certification for its latest outdoor campaign, set in Vijayawada. Located opposite the Vijayawada junction railway station, the billboard, is a first of its kind, uses rains to play the notes on the Santoor to create the symphony of Raag Megh Malhar, the raga of the rains.
The essence of ‘Megh Santoor’ lies in its 31 strings and handles, meticulously arranged to produce ‘Megh Malhar’ and to ensure that raga resonates with the true spirit of Indian monsoon, Taufiq Qureshi, Indian classical musician, percussionist, and composer has lent his expertise to it.
The campaign offers locals and passersby an experience that blends technology, nature, and the soulful tunes of Hindustani classical music.This OOH (out-of-home) installation measures a total surface area of 2250 square feet.
“Vijayawada is one of the biggest citadels for Taj Mahal Tea, and creating this extraordinary experience is our way of extending gratitude to the city, with Hindustani classical music! We have created history, and we invite everyone to experience this extraordinary blend of art and technology,” Shiva Krishnamurthy, beverages and foods head, Hindustan Unilever said.
The billboard took 6 months of conceptualisation with a team of over 50 professionals to render this musical rendition. The certification was awarded by Swapnil Dangarikar, official adjudicator, Guinness World Records, India and APAC.