The 'Megh Santoor,' is a rain-powered musical billboard. Combining 'Megh' (rainclouds) with 'Santoor' (Indian String instrument), the billboard performs the Raag Megh Malhaar, a symphony inspired by and performed at the rain’s arrival.

Featuring an array of mallets and strings, each mallet came with a rainwater container, while each string carried a distinct musical note. When rain filled the containers, the mallets were lifted. As they lifted, the water drained out, causing them to fall and strike the strings, producing musical notes.

Megh Santoor was awarded the Guinness World Record for 'The Largest Environmentally Interactive Musical Billboard.

India and Taj Mahal Tea:

Taj Mahal Tea, for 40 years, has been a patron of Indian classical music. Collaborating with Grammy-winning artists like Ustaad Zakir Hussain, the brand has cultivated a strong association with Indian classical music.

The Rain and Tea:

In India, the tradition of enjoying tea during the rainy (monsoon) season is very common. Therefore, in order to build relevance the musical outdoor was installed during the monsoon months of August to October.

Vijayawada and Taj Mahal Tea:

Vijayawada is a marquee market for the brand, but it was facing stagnation. The brand created the Megh Santoor, blending the elements of rain, Indian Classical music, and tea seamlessly. The installation was placed at the busy Vijayawada Railway Station to take advantage of the cultural norm of tea stalls always being present at such locations. This ensured that people could enjoy their piping hot cups of tea while listening to one of a kind musical performance in the rain.

The combination of these factors—cultural tradition, brand legacy, market dynamics, and timing—culminated in a campaign that not only celebrated tradition but also drove significant positive outcomes for the brand, both in terms of perception and business impact.

**Situation:**

Taj Mahal Tea, a patron of Indian classical music, faced stagnation in the key market of Vijayawada, India. The task was to rekindle consumer love and start positive conversations.

**Brief:**

Create an installation for the monsoon months that would create positive conversations for the brand in its key market.

**Objective:**

Increase brand love in the key market.

Impact:

Top of Mind Awareness that had been flat at 73% rose by 16 percentage-points to 89%.

Created buzz that generated earned PR Valued at $2.6M

Brand Penetration grew to 92.60% which was a +12% growth from Pre-Campaign levels.

+9% in Value Market Share vs Pre-Campaign

+12% Volume Market Share vs Pre-Campaign

Added almost $500,000 in Additional Sales Value during the period reversing the declining trend.

Reach:

300k + Organic Views in just one month. Since this was an outdoor installation, total reach calculation is not possible.

Engagement:

Google Search Terms were at a breakout level indicating a 5000% increase in traffic.

Brand Perception:

Trial and Frequency of the brand went up by +15%

Achievement against Objective:

Brand love saw increase across KPIs:

+5% in “Brand-that-is-worth-paying-more-for.”

+3% in “Is-better-quality-than-other-brands.”

+5% in “Brand-that-has-a-rich taste.”

The installation earned Guiness Book of World Record for “The Largest Environmentally Interactive Billboard”.

The 'Megh Santoor' is a rain-powered musical billboard. Combining 'Megh' (rainclouds) with 'Santoor' (Indian String Instrument), the billboard performs the Raag Megh Malhaar, a symphony inspired by the rain and performed at its arrival.

Featuring an array of mallets and strings, each mallet came with a rainwater container, while each string carried a distinct musical note. When rain filled the containers, the mallets were lifted. As they lifted, the water drained out, causing them to fall and strike the strings, producing musical notes.

The Megh Santoor was strategically installed at the busy Vijayawada Railway Station, taking advantage of the fact that tea stalls are ever present at these locations. In the end we ensured that thousands of people could enjoy their piping hot cups of tea while listening to a one-of-a-kind musical performance.