Taj Mahal Tea X Jashn-e-Rekhta
Brief
Taj Mahal Tea partnered with Jashn-e-Rekhta as the exclusive tea sponsor, aiming to create a premium on-ground presence while delivering end-to-end content coverage for the brand throughout the festival. The mandate was to design and execute a bespoke stall and bring Taj Mahal Tea’s cultural association to life across digital platforms.
Insight
Taj Mahal Tea has always stood for refined taste and thoughtful conversations. Jashn-e-Rekhta — a celebration of Urdu poetry, art, and heritage — offered a natural cultural intersection. The opportunity lay in positioning the brand not just as a sponsor, but as a patron of art and meaningful dialogue, seamlessly blending into the soul of the festival.
Idea/Execution
We conceptualised and delivered a custom-designed Taj Mahal Tea stall inspired by the elegance of Urdu literature and the brand’s premium aesthetic.
The space was crafted as a cultural pause point within the festival — inviting visitors to slow down, sip tea, and engage with poetry and conversations. Design elements reflected Rekhta’s artistic ethos while staying true to Taj Mahal Tea’s iconic visual language.
Alongside the on-ground experience, we managed full-event content creation for the brand — capturing candid moments, cultural performances, guest interactions, and product experiences. Real-time storytelling across digital platforms ensured Taj Mahal Tea remained woven into the narrative of Jashn-e-Rekhta, both on-site and online.
Impact
- Successfully positioned Taj Mahal Tea as a natural cultural partner at one of India’s most respected literary festivals.
- High footfall and engagement at the bespoke stall, driving meaningful brand interactions.
- Rich event content amplified Taj Mahal Tea’s association with art, heritage, and refined conversations.
- Strengthened premium brand perception through thoughtful design and immersive storytelling.
