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Tag: Nirali Kartik

  • Slow down with a cup of tea, says Brooke Bond Taj Mahal

    Slow down with a cup of tea, says Brooke Bond Taj Mahal

    MUMBAI: We live in a world that celebrates speed, where keeping busy is how we measure our happiness. We passionately make plans and feel delighted in chasing them. But the truth is, that life’s most rewarding moments aren’t found in grand plans or great adventures. Instead, they are found when we are in our own company, breaking away from our schedules, even if it's just for a while. It is these hidden moments that Taj Mahal Tea urges us to find.

    With its new television commercial, aptly titled Fursat Waali Chai, the brand reminds us to hit the pause button when life becomes too hectic – to allow oneself a moment of peace and to uncover the magic in the mundane. Featuring the famed classical vocalist Nirali Kartik, the film showcases a charming conversation between her and a steaming tea kettle, wherein the tea poetically cajoles her into taking a break from her practice to savour a cuppa. Soon, Nirali gives in to temptation and enjoys sipping tea by herself while soaking in the sights and sounds of the palatial garden.    

    Along with being a visual delight, it's also the film’s soulful music that adds to the grandeur. The composition that has been created from Raga Asa Mand beautifully lifts the film and highlights the theme of finding magic in solitude.

    Tea & foods (HUL) vice president Shiva Krishnamurthy said, “For 30 years, Brooke Bond Taj Mahal has promoted Indian classical music through memorable and iconic advertising. Through our latest TVC, we urge people to steal moments from their hectic lives and revel in their own company. Nothing could evoke that feeling better than a cup of Taj Mahal tea and the soulful rendition of Asa Mand by Nirali Kartik.”

    Ogilvy India chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said, “This is a film for the senses. It is a romantic expression of every tea lover’s alone time with their best cup of tea. Music runs through the blood of this brand and will always be a very carefully crafted piece. Nirali Kartik’s voice and Prakash Varma’s vision transport us to some magical moments in this film.”

  • Brooke Bond Taj Mahal extends classical music association with e-concerts

    Brooke Bond Taj Mahal extends classical music association with e-concerts

    NEW DELHI: Due to the current nationwide lockdown, Indian classical musicians were looking for opportunities to continue performing for their audiences. Brooke Bond Taj Mahal recently launched the concept of live online Indian classical music concerts featuring gifted Indian classical musicians serenading audiences with specially-curated compositions from the confines of their homes.

    Their limitless passion to deliver symphonies to the living rooms of their audiences prompted Brooke Bond Taj Mahal to extend its 30-year old association with Classical Musicians to create ‘Sur Ke Saath’, a line-up of 24 artists performing live for over two months.

    Tea & Foods (HUL) vice president- Shiva Krishnamurthy, in a conversation with Indiantelevision.com, spoke about the insight behind its latest campaign, 'Sur Ke Saath' where it is bringing classical musicians together. “Brooke Bond Taj Mahal’s purpose is to champion Indian classical music," Krishnamurthy said. "Taj Mahal tea has always been associated with Indian classical music and has promoted it through some memorable and iconic advertising for over three decades. During the lockdown, classical musicians and classical music aficionados are not being able to experience the joy of live classical music performances. Brooke Bond Taj Mahal Tea believes that “the show must go on” and is proud to present “Sur ke Saath”, a series of live Indian Classical Music content on digital platforms of Facebook. Our endeavour is to urge people to support Indian classical music by coming to Taj Mahal Tea’s Facebook page every Sunday morning at 10 am. We hope that Brooke Bond Taj Mahal’s Sur ke Saath will make people say “Wah Taj!”"

    Krishnamurthy also shed light on the future of e-concerts in India. He says that for the foreseeable future, there is likely to be an increase in the number of e-concerts. “For the sake of Indian classical music, I hope this turns out to be true. Virtual streaming and virtual gigs were a part of our life even in the pre-Covid2019 era. With physical distancing being the new norm, e-concerts have gained in popularity. It gives you a chance of attending sessions in any form, from the comfort of your home. And I see a lot of scope for e-concerts to grow as it gives budding musicians a platform to showcase themselves.”

    This unique initiative is also being supported by Nirali Kartik who came on-board and helped in curating the weekly performances. Kartik is one of India’s popular Hindustani classical vocalists and the brand ambassador for Brooke Bond Taj Mahal Tea.

    Krishnamurthy shares that the campaign has received an overwhelmingly positive response. “We have reached over 82 lakh people so far with this initiative. The most gratifying part is the love that we have received from the wonderfully talented musicians who have performed for us. Conceptualised by Ogilvy India, Sur Ke Saath has seen classical musical lovers join us every Sunday on the Facebook page of Taj Mahal Tea for two months, and this really motivates our upcoming artists to put up a great show.”

    To spread the word about the campaign, the brand has a digital marketing plan to urge people to watch the e-concert. “We created a campaign video (https://www.facebook.com/watch/?v=565165081028169 ) with Nirali Kartik. Week-on-week, we create chatter around the artists performing for the week through different social media channels."

    Due to the ongoing pandemic, people are spending more time at home, there is an increased consumption of tea. Brooke Bond Taj Mahal sees this as an opportunity to serve consumers with the finest of Indian tea and raga-themed virtual concerts performed by classical musicians.

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