Wah Taj! How Ustad Zakir Hussain's Iconic Tea Ad Struck a Chord Across India
One of India's most iconic tabla maestros, Ustad Zakir Hussain transcended the world of music to become a household name with his memorable appearance in the television advertisement for Brooke Bond Taj Mahal tea in the 1990s. His musical genius touched millions worldwide, but many remember his face as the face of Taj Mahal tea. The commercial with the now-famous tagline "Wah Ustad nahi, wah Taj boliye" became an inseparable part of Indian cultural fabric.
A Memorable Ad Journey
Brooke Bond Taj Mahal tea was launched way back in 1966 in Kolkata. However, by the 1980s, the brand thought it was time to upgrade itself as a drink suited for the emerging middle-class people. That's when Hindustan Thompson Associates (HTA) approached Ustad Zakir Hussain, an ideal blend of traditional Indian virtues and modern appeal. The maestro, a fan of the brand, was so enthusiastic about the opportunity that he flew to Agra at his own expense to film the iconic commercial.
The idea behind the ad was simple yet effective. It likened Zakir Hussain's efforts to perfect the tabla to the tea manufacturers' efforts to perfect the blend. The ad captured the essence of craftsmanship so beautifully that it touched the hearts of Indians everywhere. This was a campaign that, along with economic reforms and the advent of cable TV in India, made Zakir Hussain's face and infectious smile an everyday presence in homes in the 1990s.
Ustad Zakir Hussain: The Legacy Beyond the Stage
As much as Ustad Zakir Hussain's life might have been glamorous later, it was not like that all the time. Rejection as an accompaniment was one of the numerous setbacks he faced when first getting started in the music industry. He shared in a 1998 interview that his mother didn't approve of the fact that he became a tabla player, worrying over financial security. Despite these challenges, Hussain continued to transform Indian classical music and the art of tabla into an acclaimed entity around the globe.
The maestro went from being a child dreaming to be a rockstar to becoming a living legend in Indian classical music with lots of sacrifice, hard work, and determination. The major contribution he made to the world of music was transforming the tabla from an accompaniment into an art form.
A Memorable Cultural Impact
The Brooke Bond Taj Mahal tea ad campaign was simply a marketing success but portrayed the victory of an Indian artist who reached the multitude. Ustad Zakir Hussain's contribution to tabla was never forgotten, and such an unforgettable appearance in the iconic ad made him a household name, forever etched in hearts and memories of millions of people.
