‘Unwind with Taj,’ a collaboration between Gaana and Brooke Bond’s Taj Mahal Tea.

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Gaana, India’s largest audio streaming app, has launched a new feature called “Unwind with Taj” to help millennials experience the magic of Indian classical music. The specially curated ‘Unwind with Taj,’ hosted in collaboration with iconic tea brand ‘Brooke Bond Taj Mahal,’ aims to serve as a destination for millennials to discover the splendor of a genre that highlights the music heritage through generations.

The exquisitely chosen array of the finest classical music will serve as the ideal accompaniment to relish and revitalize, when paired with BrookeBond Taj Mahal’s irresistible gourmet Indian flavors. 

The timed playlist featuring Indian classical maestros like Ustad Zakir Hussain, Ustad Shahid Parvez, Ronu Majumdar, Hariprasad Chaurasia, and Anoushka Shankar will change during the day and has been designed to cater to various moods at various times of the day. While the ‘Morning Raga’ will keep millennials entertained during the day, the ‘Focus Instrumental Music’ will help millennials relax during a hectic work–from–home afternoon.

The playlist aims to build a powerful resonance with millennials and preserve the rich Indian classical musical heritage by making Indian classical music more accessible and available to them.

According to Gautam Sinha, CEO of Times Internet, Gaana, India’s leading music app, constantly looks forward to introducing innovation to the Indian music fan. They also believe in Indian classical music’s rich heritage and glory and are excited to join Brooke Bond Taj Mahal in launching a movement to bring the timeless aura of this genre to the forefront.

He also says that as millennials become more accessible to new music styles, they are certain that they will be mesmerized by the beauty of Indian classical music and appreciate its evolving ragas throughout the day.

In response to the campaign, Shiva Krishnamurthy, Vice President, Tea & Foods (HUL), said BrookeBond Taj Mahal has a long history with classical music and has always looked for ways to promote it.

As a result, They hope to instill a love of Hindustani classical music in millennials through this campaign, which takes advantage of their listening habits and provides them with the ideal playlists to fit their moods.

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