Insight:  
Indian Classical Music is deeply rooted in community and shared experiences. In the context of the COVID-19 pandemic, where traditional concerts are less accessible, there's a unique opportunity to bring this communal spirit into the digital world.
 

Strategy:  
The HCL Music app aims to make these rich musical experiences available anytime, aligning with modern, remote consumption trends, especially relevant during times of social distancing. This formed the core thought "Concerts at your convenience".
 

Creative Solution:  
We positioned the HCL app as more than just a music app; it's a personal concert experience. Our campaign transforms the way Indian Classical Music is enjoyed. The app provides an on-demand, immersive musical journey, allowing users to experience the richness of live concerts during meals, travel, or in the comfort of their homes. The communication strategy involves posters and digital ads showcasing these personalized concert experiences, highlighting the app's unique ability to bring the communal essence of Indian Classical Music into every aspect of daily life.