Brooke Bond Taj Mahal Celebrates Indian Roots in US with Mehfil-e-Taj

An exclusive concert series with Santoor Maestro Rahul Sharma

NEW YORK: Unilever’s Brooke Bond Taj Mahal, one of India’s finest tea brands and Zee Network, the leading provider of South Asian programming, are coming together to present ‘Mehfil-e-Taj’, an exclusive three-city concert series with renowned santoor maestro Rahul Sharma. The series will kick-off on October 21 in the Bay Area followed by concerts in Dallas and New York, and will be attended by the who’s-who of the South-Asian diaspora in the United States.

‘Mehfil-e-Taj’ is the latest in Brooke Bond Taj Mahal’s three-decade long association with Indian classical music and its forerunners, a relationship that is borne out of shared values of craftsmanship, authenticity, sophistication, and passion. With 2016 marking Brooke Bond Taj Mahal’s 50th year in India, the concert series celebrates the brand’s rich legacyand intends to connect the South Asian community with their heritage. “We believe not only in striving for fineness and distinction through our products but we are also committed to helping the Asian Indian community stay connected to their roots, values and art forms from back home,” said Partha Guha, Senior Manager, Unilever International North America.“We believe that bringing premium Indian classical music to their doorstep, thousands of miles away from India is a great step towards that endeavor.”

Santoor Virtuoso Rahul Sharma makes for the perfect ambassador for such an endeavor. Trained under his father, the legendary Pandit Shivkumar Sharma, he is one of India’s most prolific classical musicians, with over 60 albums released over a 15 year long career. “Rahul Sharma is one of Brooke Bond Taj Mahal’s ‘Icons of Excellence’, who through his music, embodies the brand’s philosophy,” said Guha.  “He has brought the splendor of classical music to the 3+ million south Asian immigrant population in the US.”

Joining Brooke Bond Taj Mahal in promoting ‘Mehfil-e-Taj’ is Zee Network, one of the largest providers of South Asian programming in the United States. “We are grateful to partner with brands and leaders who have created a niche for themselves and are promoting the Indian culture, heritage and ethos around the world by helping Asian Indians stay connected to their origins,” said Sameer Targe, Business Head, Zee Americas. MIKADOMarketing, a boutique multicultural consultingfirm, is handling all marketing activities for the event. “We are excited to whole heartedly spread the love of Indian Classical music through the much-awaited concerts,” said Sandrine Vohra, Founding Partner, MIKADO Marketing. “We have been associated with Unilever and Zee for a number of years. We believe our partnership will be successful in promoting these brands’ efforts towards creating a strong community outside the nation and this intent resonates strongly with the spirit of these brands.”

The ‘Mehfil-e-Taj’ concert series promises to be a soul-stirring must-see event. Indian classical music and tea aficionados won’t want to miss out on this opportunity to enjoy the finest blend of tea alongside soulful music in three cities across the nation.

For more information, please contact:
MIKADO Marketing –  info@mikado-marketing
Zee Network – (Email ID) – customercare@asiatvusa.com