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On a record-shattering tea party
Electrifying performance from Shankar Mahadevan
EXCITEMENT RAN high as the couples began filing into the weatherproof enclosure put up at VOC Park grounds. A high-wattage sound system, a galaxy of focus lights on the stage, and three giant TV camera stands, were evidence enough that this was to be no ordinary show.
In fact, it was an event organized by Hindustan Lever Ltd. (HLL), to re-launch their `Brooke Bond Three Roses Tea', which had taken on a fresh new look to suit the styles of the new generation of tea-drinkers.
When a few hundred couples had taken their seats inside the enclosure and the flow of guests continued non-stop, excitement went up a few notches, for it seemed certain that the organizers would create a record by bringing together 1,000 couples at a single location, for a mammoth tea party.
Enthusiasm continued to run high as the Terence Lewis Dance Troupe from Mumbai came onstage and performed an electrifying number to introduce the new pack as the glorious sound, dynamic choreography, thrilling pyrotechnics and spectacular special effects built up to a crescendo. Mamthi Chari, the master of ceremonies, dominated the stage with her vivacious presence, and filled in the odd moments caused by costume changes, besides onstage entrances and exits. Soon after the new pack in giant form was brought to stage to symbolize the formal launch in Coimbatore, Shankar Mahadevan took the mike, to croon the new `Three Roses'' ad jingle, while the giant screens on the sides of the auditorium displayed a host of images.
A TV camera mounted on a giant boom, swung and dipped over the front rows of the audience, as Sangeeta Iyer, Assistant Editor, Limca Book of Records, announced the new record established by "Three Roses''.
Limca announces the new record
She formally handed over to HLL, a certificate stating that the `Perfect Tea Party' that marked the re-launch, was the "largest tea party in India, attended by 1,191 couples''. Alex Von Behr, president and Chief Executive Officer (CEO), Coca-Cola India, and Shripad Nadkarni, vice-president (marketing), jointly signed it.
The crowds continued to pour in even a couple of hours after the event had commenced, until there was space left only for those wanting to stand out through the entire show. A live music performance by Shankar Mahadevan and Lalgudi Shubha was on the cards, and no one with an invitation seemed willing to miss out on the entertainment, to say nothing of the steaming cups of tea available at the venue.
Mahadevan, dressed in a snazzy black outfit, was the picture of enthusiasm as he launched straightaway into his concert with his favourite number, which has become quite popular among Tamil music lovers of all ages: Kannil varum katchiyallam.
He acknowledged the work of music directors Harris Jeyaraj, A. R. Rehman and Vidyasagar, by belting out three foot-tapping hits: O Mama, Mama, Santhana thendralai, and Va de... Va de... natukkatta.
By the time the numbers were over, sections of the youngsters in the crowd were on their feet, swaying and jiving to the beat, even trying out some improvised steps.
Next, it was the turn of Lalgudi Shubha to enthral the crowd with fast and vibrant numbers that included Atthan varuvaga from Dum Dum Dum, Bombay Jaishree's melodious Vaseegara, the foot-tapping Jumbalaka, and Mala mala mala made famous by the inimitable Mumtaz in Chocklet.
By Michael Raj A. A.
Photos: S. Siva Saravanan
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