Mumbai: This festive season, Leela Group of Hotels embark upon content promotion to make their brand experiential even while patrons are away from the property. The topline hotel chain engaged Sarod duo- Amaan Ali Bangash and Ayan Ali to create two unique albums which brings the soul of brand alive through mesmerising music.
The diverse albums titled ‘New Delhi’ and ‘Raga’ range from contemporary to classical. Both the albums have been released globally on multiple music & digital platforms like Apple iTunes, Spotify as well as YouTube video platform.
Conceptualised by Samyukta Nair, Interior Design Associate at Hotel Leela along with cover photography by the brilliant Rohan Shrestha, New Delhi is an album where the city’s character and ethos is conveyed through the usage of all traditional ragas presented in the contemporary times. While ‘Raga’ is hinged on the property in Chennai and has all Carnatic ragas coupled with the most beautiful instruments like Nadarswaram, Mandolin, Veena and Gottu Vadyam.
Talking about the albums the brothers said, “It feels great to be associated with the Leela Group of hotels to create some timeless music for the brand. Both the albums have 12 tracks each and they are all different in the feel, texture and mood. Each album has a different vibration. Both had its creative testing but Raga was more challenging as we had to create the atmosphere of South India which came out beautifully with all the great artists who played with us.”
They added, “What better way for The Leela Group to create a brand recall than music? The Leela group of hotels stand for India’s rich heritage and music is an integral part of our heritage, especially Sarod. We could not get a better brand connect. The cover pictures shot by Rohan Shrestha gives a visual feel to what you can expect in the music. Both the albums are available on multiple platforms and The Leela Group has done a fabulous job with distribution and promotion of these musical properties which are like virtual extensions of what they have on ground”.
While brands are rushing to create short format to medium format videos and plunging into content promotion, the Leela Group has managed to break clutter by embracing music.
