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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
