The 'Wah-Taj' Effect: How Zakir Hussain and The Famous Taj Mahal AD Took Over India By The Storm

The '90s were a golden era for television commercials in India, with many iconic ads featuring celebrities and cricketers that still resonate with us today. However, one ad stood out from the rest and left an indelible mark in the minds of viewers.

Featuring the legendary Tabla player, Ustad Zakir Hussain, it was an ad for Brooke Bond Taj Mahal Tea, a brand that had been popular among the elite class since its inception in 1966. But in the '80s, the company realized that its tea brand had a significant following among the middle class as well and seized the opportunity to expand its market.

Research agencies like Quantum and Hindustan Thompson Associates dug deeper and found that the tea leaves used in the Taj Mahal were unlike any other, with a distinctive brown color and an aroma that intoxicated the senses. They also discovered that the flavor of the tea came from a meticulous vetting process done by the tea master, a task that required immense effort and dedication.

To showcase their commitment to quality and precision, HTA decided to appoint a brand ambassador who embodied those same values. And who better than Ustad Zakir Hussain, a maestro of the Tabla with strong Indian roots and a reputation for exactitude in his craft.

The resulting ad was a masterpiece, featuring an energetic Zakir Hussain playing Tabla in front of the Taj Mahal, with the precision of his beats mirroring the care and attention given to making the perfect cup of tea. The ad's climax, with someone praising Hussain's performance with a "Wah Ustaad," to which he responds, "Arey huzoor, wah Taj boliye!", was a stroke of genius that cleverly linked the brand with the iconic Taj Mahal and created a catchphrase that would soon become a nationwide sensation.

The ad's success was overwhelming, and Zakir Hussain's charm and humility won the hearts of millions. He went on to feature in many such commercials in the '90s, alongside celebrities like Alisha Chinai and Ruby Bhatia, and became a household name in India. Today, the Brooke Bond Taj Mahal Tea brand is one of the most prominent and beloved tea brands in the country, thanks in no small part to the magic of that iconic ad from the '90s.

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Also read: The champion of the art Tabla: Ahmed Jan Thirakwa