Taking Taj Mahal Tea Online 

Content Activation​

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Taj Mahal is an iconic brand of Indian teas that has over the years built a strong connection with Indian classical music. But when they wanted to go online, there was a bit of a problem - people didn't really enjoy classical music online. 

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Classical Indian music, we found, was deeply linked to the Indian sense of national pride. We tied up with partners and eminent Indian classical musicians and created renditions of famous national songs - and released them on days of national importance like India's Independence Day.

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The gamble paid off, with the content even receiving celebrity endorsement. Free of cost.