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Taj Mahal is a TV-first brand when it comes to media vehicles: Shiva Krishnamurthy of HUL

In an interaction with, Krishnamurthy, Vice-President, Tea and Foods, HUL, explains how Brooke Bond Taj Mahal has been built on quality and Indian classical music for over three decades. He talks about altered spends and communication amid the pandemic

Shiva Krishnamurthy

With people staying indoors because of the Covid-19 lockdown, there has been more eating and drinking at home.

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Brooke Bond Taj Mahal is serving this need with the tea that it offers and since people also have the need to be entertained at home, it is catering to this requirement with ‘Sur ke Saath, the recently launched live online Indian classical music concerts.

Shiva Krishnamurthy, Vice-President, Tea and Foods (HUL), on behalf of Brooke Bond Taj Mahal, told that the brand over the years has been built on Indian classical music and discussed how its marketing spends are being altered amid the crisis.

“In-home food and beverage consumption has remained strong through the quarter. Being in a universally penetrated category like tea, Taj Mahal is a TV-first brand when it comes to media. We also use digital and outdoor in our media mix,” said Krishnamurthy.

But given the nature of ‘Sur ke Saath’ campaign, the brand has carried out a digital marketing plan to urge people to watch the e-concert.

The campaign video:

The campaign video is with the brand’s brand ambassador Nirali Kartik, who has been closely working with the brand to curate artistes for performances every week.

Week on week, it creates chatter around the artists performing for the week through different social media channels.

For over three decades, Taj Mahal tea has become synonymous with Indian classical music and its advertising featuring Indian classical musicians in one of the most iconic campaigns.

One of its oldest ads with Ustad Zakir Hussain:

With Ustad Rahul Sharma:

During the lockdown, classical musicians and classical music aficionados are not being able to experience the joy of live performances.

And since the brand believes that the show must go on, through this endeavour of e-concert, it is urging people to support Indian classical music.

“As brands are now on the journey of being more purposeful, championing Indian classical music has been the natural choice for the brand to be purposeful and contribute to society. We hope that Brooke Bond Taj Mahal’s Sur ke Saath will make people say ‘Wah Taj’!,” he said.

The brand has reached over 82 lakh people with this initiative that has been conceptualised by Ogilvy India.

Talking about the future of virtual concerts, he said, “One of the consumer megatrends in the world that we now live in is ‘E-Everything’. From shopping and entertainment to education and socialising, a lot of what people do today is virtual. With physical distancing being the new norm, e-concerts have gained 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’s giving the budding musicians a platform to showcase themselves.”

He said music patrons appreciate the brand’s commitment towards classical music.

The brand had opened up Brooke Bond Taj Mahal Tea House (TMTH) in Bandra, Mumbai about five years ago. It is a place where the brand comes alive by celebrating its twin pillars of the finest Indian tea and the finest Indian classical music.

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