Taj Mahal Tea's 2250 square feet billboard uses rain to play music
The billboard that produces music took six months of conceptualisation with a team of over 50 professionals. It uses rain to play the notes on the Santoor to create the symphony of Raag Megh Malhar, the Raaga of the Rains
The tea brand Taj Mahal Tea has created a Guinness World Record through its latest outdoor campaign, set in the heart of Vijayawada.
Located opposite the Vijayawada junction railway station, the billboard is a first-of-its-kind innovation, that uses rain to play the notes on the Santoor to create the symphony of Raag Megh Malhar, the Raaga of the Rains.
Named ‘Megh Santoor’, the out-of-home installation measures a total surface area of 2250 square feet. The Guinness World Record certification was awarded to Taj Mahal Tea by Swapnil Dangarikar, Official Adjudicator, Guinness World Records, India and APAC.
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 Experience: The heart of "Megh Santoor" lies in its 31 strings and handles, arranged to produce the enchanting strains of the ancient rain Raga, "Megh Malhar." Renowned Indian classical musician, percussionist, and composer, Taufiq Qureshi, has lent his expertise to ensure that the raaga resonates with the true spirit of the Indian monsoon.
The Making: This one-of-a-kind billboard that produces music took six months of conceptualisation with a team of over 50 professionals who have come together to render the never-done-before musical rendition interacting with rain.
The film shows how the billboard creates music through rain:
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