Taj Mahal tea enters Guinness World record, unveils largest billboard in Vijayawada
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 Raga of the Rains
VIJAYAWADA: India’s leading tea brand, Taj Mahal Tea, has announced a remarkable milestone: a Guinness World Record certification for 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 Raga of the Rains.
It offers locals and passersby an unprecedented experience that seamlessly blends technology, nature, and the soulful tunes of Hindustani classical music. Named ‘Megh Santoor’, the out-of-home installation measures a total surface area of 2,250 square feet. The Guinness World Record certification was awarded to Taj Mahal Tea by Swapnil Dangarikar, official adjudicator, Guinness World Records, India and APAC.
In a release issued on Wednesday, 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 rain. 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, meticulously arranged to produce the enchanting strains of the ancient rain Raga, "Megh Malhar." Renowned Indian classical musician, percussionist, and composer, Taufiq Qureshi, had lent his expertise and ensured that the raaga resonates with the true spirit of the Indian monsoon.
The Making: This one-of-a-kind billboard that produced music took six months of conceptualization with a team of over 50 professionals who worked together to render the never-done before musical rendition interacted with rain.