Ad Campaigns
Gaana celebrates classical music with ‘Unwind with Taj’
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.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
