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Gaana celebrates classical music with ‘Unwind with Taj’

The collection features Indian classical maestros like Ustad Zakir Hussain.

Mumbai: Audio streaming app Gaana has unveiled ‘Unwind with Taj’ to bring alive the magic of Indian classical music among millennials.

Hosted in partnership with tea brand Brooke Bond Taj Mahal, the specially curated ‘Unwind with Taj’ caters to millennials to help them discover the splendor of classical music, which showcases our music heritage. The collection features Indian classical maestros such as Ustad Zakir Hussain, Ustad Shahid Parvez, Ronu Majumdar, Hariprasad Chaurasia, Anoushka Shankar among others. According to the company, the playlist has been created to make Indian classical music more accessible and available to millennials and sustain its legacy.

Coupled with Brooke Bond Taj Mahal’s gourmet Indian flavors, the timed playlist will also change as the day progresses. 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, said the music streaming app.

“Gaana constantly looks forward to bringing novelty to the Indian music fan,” said Times Internet, CEO Gautam Sinha. “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 mesmerised by the beauty of Indian classical music, and enjoy its changing ragas through the course of the day.”

Tea & Foods (HUL) vice-president Shiva Krishnamurthy added, “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 instill an appreciation of Hindustani classical in millennials, by leveraging their listening behavior and giving them the perfect playlists to match their moods.”

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