The OOH campaign harnesses rain to produce musical notes on the Santoor, creating the melodious symphony of Raag Megh Malhar, known as the 'Raaga of the Rains'
Taj Mahal Tea earned Guinness World Record certification for its recent outdoor campaign, which took place in Vijayawada. Situated opposite the Vijayawada junction railway station, this billboard harnesses rain to produce musical notes on the Santoor, creating the melodious symphony of Raag Megh Malhar, known as the 'Raaga of the Rains'.
The installation offers locals and passersby an experience that seamlessly blends technology, nature, and the soulful tunes of Hindustani classical music. Named 'Megh Santoor,' this out-of-home covers a total surface area of 2250 square feet.
Commenting on the unveiling of the billboard & the certification, Shiva Krishnamurthy, Beverages and Foods Head, Hindustan Unilever said, “We are thrilled to have 'Megh Santoor' recognized as the world's largest environmentally interactive billboard by The Guinness Book of World Records. Vijayawada is one of the biggest citadels for Taj Mahal Tea, and creating this extraordinary experience is our way of extending heartfelt gratitude to the city in a way that fits us best, with Hindustani classical music! This achievement reflects our unwavering commitment to Hindustani classical music, the beautiful people of Vijayawada and to sheer tea enjoyment in the rains. We have created history, and we invite everyone to experience this extraordinary blend of art and technology."
The Guinness World Record certification was presented to Taj Mahal Tea by Swapnil Dangarikar, Official Adjudicator of Guinness World Records, India, and APAC.
Indian classical musician, percussionist, and composer, Taufiq Qureshi, lent his expertise to ensure that the raaga resonates with the true spirit of the Indian monsoon. The musical billboard took 6 months of conceptualisation with a team of over 50 professionals who have come together to render the never done before musical rendition interacting with rains.
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