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Journalism of Courage
Some advertising campaigns are etched so deeply into public memory that they transcend time, becoming cultural touchstones. Among such campaigns is Taj Mahal Tea’s iconic partnership with Ustad Zakir Hussain, where the maestro’s graceful “Waah Taj” became synonymous with the brand.
Following Hussain’s passing, author Shiv Shivakumar shared a poignant LinkedIn post recalling the maestro’s journey with Taj Mahal Tea and the pivotal moment in 1995 when the campaign faced an uncertain future. Back in 1995, the Taj Mahal Tea brand found itself at a critical juncture. Growth had stagnated, and consumer response to the once-beloved campaign had dulled.
As marketing manager at Hindustan Lever at the time, Shivakumar recounted how the future of the Hussain campaign was in jeopardy. Yet, what followed was an extraordinary turnaround that cemented the campaign’s place in advertising history.
“We looked at consumer research, and people said, ‘The tabalchi comes, plays the tabla, says Wah Taj,’” Shivakumar shared. “It had a wallpaper effect.” The team, led by Shivakumar and senior brand manager Rukmini Gupte, explored alternatives, even testing new concepts with rising Indian maestros. Yet, consumers overwhelmingly stated, “Zakir is in his own league.”
A critical intervention came from Michael Bronsten, a Unilever advertising guru. “You’re getting wallpaper feedback because you’re producing wallpaper advertising,” he said. This insight was a wake-up call for the team.
The revamped strategy was transformative. “We went from Zakir entering the Taj world to the brand entering Zakir’s world,” Shivakumar explained. The first relaunch ad featured an American reporter using Taj Tea to secure an interview with Zakir—a bold, unconventional move. Despite initial pushback from the Hindustan Lever board, the campaign launched and achieved stunning results: three years of double-digit growth and a premium price point of 200% above the industry average.
Hussain became inseparable from the Taj brand. “A few years later, Zakir told me, ‘You’ve linked me to Taj so well that other brands test my name, and consumers tell them, this is the Taj Ustad,’” Shivakumar shared. The tabla maestro never endorsed another product, staying loyal to the brand that celebrated his talent as much as his fans.
Reflecting on the campaign’s success, Shivakumar honoured Hussain’s charisma, storytelling, and flair: “He was just as proud of the brand as we were about his legendary talent.”
The post quickly went viral and people started pouring their reactions in the comments.
One user wrote, “Lovely inside story of onboarding the maestro.” Another user shared, “I was introduced to this legend through the #WaahTajBoliye commercial. Taj Tea should consider re-releasing this ad!”
Priyanka Ganguly, who is the ‘Head of foods’ at Hindustan Unilever wrote, “That story struck a beat with all ex Taj Brand managers. I came onto the brand when Saif was the brand ambassador and my singular mission was to get the Ustad back.”
