Brooke Bond Taj Mahal partners with Gaana to reach out to millennials through classical music

Audio streaming app Gaana has unveiled ‘Unwind with Taj’ to bring alive the magic of Indian classical music among millennials. Hosted in partnership with iconic tea brand Brooke Bond Taj Mahal, the specially curated ‘Unwind with Taj’ aims to serve as a destination for millenials to explore the splendor of a genre that showcases the music heritage across generations.

The offering entails a collection by Indian classical maestros such as Ustad Zakir Hussain, Ustad Shahid Parvez, Ronu Majumdar, Hariprasad Chaurasia, Anoushka Shankar among others. With an aim to make Indian classical music more accessible and available to millennials, the playlist strives to create a strong resonance with them and sustain the legacy of the rich Indian classical musical.

Coupled with Brooke Bond Taj Mahal’s irresistible gourmet Indian flavors, the exquisitely picked selection of the finest of classical music will serve as the perfect accompaniment to relish and revitalise. The timed playlist will change as the day progresses and has been tailor-made to appeal to different moods at different times of the day. While the ‘Morning Raga’ will entertain millennials by the day, the ‘Focus Instrumental Music’ will help evoke bouts of serenity amidst a chaotic work–from–home afternoon.

“As India’s leading music app, Gaana constantly looks forward to bringing novelty to the Indian music fan”, Gautam Sinha, CEO Times Internet said. “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. As millennials become more than receptive towards newer genres of music, we are certain they would be mesmerized by the beauty of Indian classical music, and enjoy its changing ragas through the course of the day.”

Shiva Krishnamurthy

Commenting on the campaign, Shiva Krishnamurthy, Vice President, Tea & Foods (HUL), said, “BrookeBond 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 instill an appreciation of Hindustani classical in millennials, by leveraging their listening behaviour and giving them the perfect playlists to match their moods.”