CHENNAI: Telecom operator Idea Cellular on Thursday launched an album with music that seeks to make listeners healthier.
The initiative, in collaboration with the Indian Music Academy (IMA), is aimed at giving listeners a chance to listen to ragas and Vedic verses that are said to enhance physical and mental health, Pradeep Shrivastava, chief marketing officer, Idea, said at a press conference. It was in line with Idea’s recent ‘Walk when you talk’ campaign, he said.
Idea’s brand ambassador and actor Shriya Saran, who launched the album, said while it was important to stay connected with friends over phone, one also had to pay attention to his or her health and therefore walk enough. “I am proud to endorse this brand as I believe in it,” she said.
Durga Jasraj, one of the founders of the IMA said the album was put together very carefully, keeping in mind the pattern of physical exertion while one was walking. “If you are on a treadmill, you would have to start slowly, pace up your speed gradually and then cool down. Celebrated composer Shaarangdev’s compositions will very aptly complement that,” she said. Idea, which has been stressing on fitness, is the title sponsor for this year’s GiveLife-Chennai International Half Marathon to be held on September 27. GiveLife Trust’s Managing Trustee Akila Srinivasan said the marathon, besides aiding the cause of education of underprivileged children was also aimed at creating awareness for a healthier Chennai.