“We’re extremely proud of the Megh Santoor piece."
Taj Mahal Tea has achieved a Guinness World Record for creating the world’s largest interactive billboard.
Their outdoor campaign, located opposite Vijayawada Railway Station in Andhra Pradesh, the billboard is a first of its kind.
India’s leading tea brand partnered with Ogilvy India to create the extraordinary Megh Santoor.
Inspired by the rains and activated by them, the billboard was officially named the ‘Largest Environmentally Interactive Billboard’.
Its total surface area measures 209 square metres.
With its 31 strings and handles, Megh Santoor melodiously brings to life the Raag Megh Malhar – a classical composition that celebrates the rainfall.
Taufiq Qureshi, Indian classical musician, percussionist and composer has lent his expertise to it.
The billboard will be up at Vijayawada Railway Station until October 16, 2023, when the monsoons fade away.
Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India, said:
“We’re extremely proud of the Megh Santoor piece.
“It has taken months of planning, testing and failing, before we finally succeeded in making this happen.
“Taj and Indian classical music have been each other’s companions for very long now. We added rain to it for this experiment.
“We call it an experiment because it was filled with ‘what ifs’, with no guarantee of result until the day it rained, and the drops hit the keys and created music.
“Important to mention our Taj team at Unilever’s belief and support.
“Also, kudos to Fritz Gonzales, Jayesh Raut, Nikhil Mohan and his team at Ogilvy who saw it through from conception to execution.
“The world needs as much music as it can get and we’re happy to add our little bit to this.”
The billboard took six months to conceptualise while a team of over 50 professionals helped to render this musical rendition.
Shiva Krishnamurthy, Beverages and Foods Head, Hindustan Unilever, said:
“We are thrilled to have ‘Megh Santoor’ recognised 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.”
See Taj Mahal Tea’s Megh Santoor
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