Indian audio streaming app, Gaana has unveiled ‘Unwind with Taj’ to bring alive the magic of Indian classical music among millennials. Hosted in partnership with HUL’s tea brand, Brooke Bond Taj Mahal, the specially curated playlist will bring to younger audiences Indian classical tunes and showcase the country’s musical heritage. The offering entails a collection by Indian classical maestros such as Ustad Zakir Hussain, Ustad Shahid Parvez, Ronu Majumdar, Hariprasad Chaurasia and Anoushka Shankar among others.
Speaking about this latest initiative and Booke Bond’s longstanding connections with classical music, Shiva Krishnamurthy, Vice President, Tea & Foods (HUL) says, “Brooke Bond Taj Mahal has a deep-rooted association with Classical Music and the brand has always sought ways to champion it. This campaign is an effort to instil an appreciation of Hindustani classical in millennials, by leveraging their listening behaviour and giving them the perfect playlists to match their moods.”
“We believe in the rich legacy and glory of Indian classical music, and are thrilled to join Brooke Bond Taj Mahal in initiating a movement to add the timeless aura of this genre,” adds Gautam Sinha, CEO of Times Internet. He adds that the new offering will also enable millennials to become more receptive to different genres of music and appreciate the beauty of Indian classical compositions.