New Delhi: Celebrating the Life and Impact of Ustad Zakir Hussain
Ustad Zakir Hussain, the famous tabla maestro, passed away at the age of 73, leaving behind a rich legacy that has profoundly shaped the music world. He was not merely a musician but a cultural icon who helped elevate the tabla from a mere accompaniment to a revered art form. His joyous persona, characterized by his wild, curly hair and ever-present smile, resonated with audiences across India and the world. For many, however, the memories evoke not just his electrifying performances, but also a nostalgic television advertisement that marked a significant era in Indian advertising.
The 1990s advertisement for Brooke Bond Taj Mahal tea, featuring Ustad Zakir Hussain, is etched in the memories of countless viewers. As he played his tabla against the majestic backdrop of the Taj Mahal, the famous lines, “Wah Ustad nahi, wah Taj boliye,” echoed through households. This campaign not only solidified the brand’s place in the Indian market but also intertwined it with the rich tradition of Indian classical music. In the subsequent paragraphs, we will delve into the story behind this iconic campaign, exploring how Ustad Hussain’s involvement with it transcended the realm of advertising to become part of India’s cultural fabric.
The Journey of Taj Mahal Tea and the Maestro’s Role
Brooke Bond launched Taj Mahal tea in Kolkata in 1966, initially marketing it as an aspirational product through celebrity endorsements featuring actors Zeenat Aman and Malavika Tiwari. However, as the brand’s consumer base expanded to include the middle class by the 1980s, the need for a fresh identity arose. Recognizing the tea’s growing popularity, Hindustan Thompson Associates (HTA) took on the challenge to reframe the brand’s image.
In this pursuit, Ustad Zakir Hussain was identified as the perfect brand ambassador. His deep-rooted connection to Indian culture and music resonated with HTA’s vision. KS Chakravarthy, then a copywriter at HTA and a devoted tabla enthusiast, reached out to Hussain. Reports suggest that the maestro was thrilled by the opportunity and promptly flew from San Francisco to Agra, showcasing his commitment to the project.
The advertisement’s narrative beautifully paralleled Hussain’s dedication as a musician. The script eloquently stated that just as Ustad Hussain rehearsed tirelessly to refine his craft, the Taj Mahal tea manufacturers meticulously tested numerous tea varieties to create the perfect blend and aroma. This thematic connection not only highlighted the quality of the tea but also celebrated the culture of hard work and perseverance that Ustad Zakir Hussain embodied.
The Timelessness of the Campaign
With the liberalization of India’s economy in 1991, cable television became a staple in Indian homes. The advertisement featuring Ustad Zakir Hussain became a source of joy for many, as his cheerful demeanor crossed television screens and connected with viewers on a personal level. The campaign’s charm lay in its consistency; while various celebrities came and went, Ustad Hussain’s presence remained a constant, which significantly contributed to the ad’s timeless appeal.
This advertisement has since become a cultural touchstone in India, marking a period when the country embraced a blend of tradition and modernity. Ustad’s infectious energy captivated audiences, and his smile became synonymous with a good cup of tea, transcending mere marketing to evoke a sense of nostalgia among viewers.
From Musical Aspirations to Global Success
In recounting his journey, Ustad Zakir Hussain often shared stories from his early life, detailing how his mother, Bavi Begam, initially disapproved of his career choice. Music, at the time, was not seen as a viable profession, and Hussain returned home with packed food as payment from concerts. However, his father, the legendary Ustad Alla Rakha, served as his inspiration.
In a 1998 interview with Simi Garewal, he reminisced about those formative years and the struggles that shaped him. He also shared amusing anecdotes, such as a time when he contemplated running away with a housekeeper who sang, convinced they could make a living as musicians. Ultimately, Ustad Zakir Hussain stayed, nurtured by his family’s support.
At just 18, he took a leap of faith by moving to the United States, initially hoping to become a “rock and roll star.” The reality was challenging, as he lived on just $25 a week, using creativity to get by with simple meals. Despite these hardships, Ustad Hussain transformed the perception of the tabla and classical Indian music in the West, paving the way for future generations of musicians.
Elevating Tabla to New Heights
Throughout his illustrious career, Ustad Zakir Hussain faced numerous challenges. In the past, playing the tabla was often regarded as a secondary profession, and tabla players were largely unrecognized. However, Hussain’s contributions, alongside the efforts of his contemporaries, helped elevate the status of the tabla. He transformed it into a celebrated instrument, performing globally with a diverse range of musicians and introducing the magic of Indian classical music to international audiences.
As his career progressed, he became a household name and was invited to perform with some of the world’s biggest artists, proving that hard work and dedication could break barriers. He was nominated for multiple Grammy Awards and received numerous accolades, solidifying his position as a titan in the world of music. Today, his legacy transcends borders, with countless artists inspired by his journey and passion for music.
Echoes of a Maestro in Modern Advertising
Ustad Zakir Hussain’s influence extends well beyond his music. The “Wah Taj” campaign serves as a brilliant example of how a singular figure can elevate a brand and contribute to the arts. The ad not only promoted Taj Mahal tea but also celebrated the rich tapestry of Indian culture and tradition.
As per the report by The Hindu, the advertisement became synonymous with happiness and togetherness, encapsulating the essence of Indian family life. Ustad Hussain’s legacy is celebrated not just for his music but for how he bridged gaps between tradition and modernity, fostering a sense of unity across diverse cultures.
Today, Ustad Zakir Hussain’s story continues to inspire countless individuals, whether they are musicians, advertisers, or simply fans of art. His life reminds us that passion and dedication can unlock doors and create lasting impacts.
For more about Ustad Zakir Hussain’s life and contributions to music, visit Music India Online. To explore insights into the advertising world, check out Ad Age.