Vijayawada: Taj Mahal tea billboard creates Guinness Record

Vijayawada, the vibrant city of Andhra Pradesh, recently made headlines as the Brook Bond Taj Mahal Tea billboard secured a coveted place in the Guinness Book of Records. This remarkable achievement marked a significant milestone for one of India’s leading tea brands, Brook Bond Taj Mahal Tea, as it gained recognition for its groundbreaking outdoor campaign in Vijayawada. The billboard, known as ‘Megh Santoor,’ situated across from the Vijayawada junction railway station, brilliantly merges technology, nature, and the melodious strains of Hindustani classical music, specifically the monsoon-associated Raag Megh Malhar.

Spanning an impressive 2250 square feet, ‘Megh Santoor’ uses raindrops to create soul-stirring music on the Santoor, forming a symphony that harmonizes with the Raga of the Rains. The Guinness World Record certification was officially conferred upon Taj Mahal Tea, with Swapnil Dangarikar, the Official Adjudicator for Guinness World Records in India and APAC, presenting the accolade.

The heart of ‘Megh Santoor’ lies in its intricate arrangement of 31 strings and handles, meticulously crafted to evoke the enchanting notes of the ancient rain Raga, ‘Megh Malhar.’ The accomplished Indian classical musician, percussionist, and composer, Taufiq Qureshi, lent his expertise to ensure the Raaga resonates authentically with the Indian monsoon.

The creation of ‘Megh Santoor’ was a six-month journey of conceptualization, involving the collaboration of over 50 professionals. This remarkable billboard interacts with rain to create music, offering a unique fusion of artistry and technology, delivering an unparalleled artistic and technological experience.

The campaign provides both locals and passersby with an experience that seamlessly blends technology, nature, and the soulful melodies of Hindustani classical music. Taj Mahal Tea’s ‘Megh Santoor’ billboard in Vijayawada represents a harmonious confluence of technology, nature, and Hindustani classical music.

Shiva Krishnamurthy, Head of Beverages and Foods at Hindustan Unilever, expressed his enthusiasm for the Guinness World Record recognition. He described ‘Megh Santoor’ as a unique expression of gratitude to the city of Vijayawada, which holds significant importance for Taj Mahal Tea. The installation masterfully combines art, technology, and a profound appreciation for Hindustani classical music.

This Guinness World Record-certified campaign not only celebrates the beauty of the monsoon season but also underscores the brand’s deep connection to the culture and people of India. As raindrops fall, they play the Santoor, creating a symphony that resonates with the soul and leaves an indelible mark on all who experience it. Taj Mahal Tea has undoubtedly etched its name in history with ‘Megh Santoor,’ a testament to the potency of creativity, innovation, and the timeless allure of Hindustani classical music.