Ustad Zakir Hussain's curly hair, enduring smile, and dedication to his craft captured the hearts of millions

In 1966, Brooke Bond Taj Mahal tea was launched in Kolkata. Initially, the brand featured actors ZeenatAman and Malavika Tiwari in its advertisements, positioning Taj Mahal tea as an aspirational product. However, by the 1980s, the brand's popularity had expanded to the middle class, and Hindustan Thompson Associates (HTA) was tasked with crafting a new brand image.

HTA's KS Chakravarthy, then a copywriter, identified Ustad Zakir Hussain as the perfect ambassador for Taj Mahal tea. The maestro was approached, and he reportedly flew down from San Francisco to Agra at his own cost. The ad's script was simple: Ustad Zakir Hussain practices for hours to perfect his art, just like the manufacturers of Taj Mahal tea tested numerous varieties to find the perfect blend and aroma.

The iconic advertisement featuring Ustad Zakir Hussain was released in the 1980s and became a cultural phenomenon. The TVC showed Hussain immersed in his tabla riyaaz against the Taj Mahal, only to later sip on the tea as a voiceover praises his craft and says, "Wahustad, wah!" to which the maestro responds, "ArreHuzoor, Wah Taj Boliye!"

The campaign's success can be attributed to the perfect blend of Indian classical music and the Taj Mahal's grandeur. Ustad Zakir Hussain's curly hair, enduring smile, and dedication to his craft captured the hearts of millions. Even today, the "Wah Ustad! Wah!" and "ArreHuzoor, Wah Taj Boliye!" dialogue remains etched in people's memories.

Interestingly, Ustad Zakir Hussain initially refused to play the rhythm as envisioned by the advertising team, citing technical inaccuracies. However, by adding just one more second to the playtime of the commercial, the maestro was able to compose a brilliant rhythm that suited the ad perfectly. The "Wah Taj" campaign became a benchmark for Indian advertising, and HUL later released several adaptations featuring personalities like Aditya Kalyanpur and Alisha Chinai.

Aditya Kalyanpur, one of his most devoted students and a celebrated tabla artist in his own right. Aditya Kalyanpur, also had the rare privilege of sharing screen space with Hussain in the iconic Wah Taj advertisement at the tender age of eight, shared his feelings after the sad demise of his Ustad.