Nurturing India’s Performing Arts Legacy with AI Innovation
00
The Launchpad
+
For nearly three decades, HCL Concerts has stood as one of India’s largest and longest-running performing arts platforms. With over 780 physical concerts across 12 cities, featuring 3,000+ artists and drawing 300,000+ attendees, the platform has been central to celebrating Indian classical music and dance. In the digital era, HCL Concerts has expanded its reach globally by hosting 180+ online concerts that have connected with over 250 million viewers across 62 countries.
To amplify this legacy, HCL Concerts partnered with DViO Digital, known for building cultural relevance through innovative storytelling and cutting- edge digital ecosystems. The challenge was to take a deeply traditional art form and reimagine it for younger, wider, and global audiences while staying true to its roots.
01
The Task at Hand
+
Indian classical music, though timeless, often struggles to connect with youngeraudiences in today’s fast-paced, digital-first world. The challenge for HCL Concerts was to modernize and repackage the rich tradition of Carnatic and Hindustani music without diluting its authenticity. They needed a strategy that could:
Make classical music palatable, relatable, and shareable.
Balance heritage with innovation to spark cultural conversations.
Use new-age storytelling formats to captivate audiences across demographics and geographies.
02
Execution at Scale
+
Influencer-led Activities : Raaga Consolidated, Raag Kala, and Reinventing Popular Songs: Collaborations with influencers and musicians who fused classical Raagas with modern, relatable formats to create resonance among younger audiences.
In-House Innovation: Tales of Music (TOM) : A storytelling series that dives deep into the origins of Raagas through AI + voiceover-led films.
AI Tools at the Core : Midjourney: To generate stunning, authentic frames inspired by the mood and history of Raagas. Runway ML: To animate and bring these frames to life with motion design. Complete in-house ownership – from scripting to animation – ensured creative control and authenticity.
Seamless Blend of Tradition and Innovation : Preserved the integrity of Hindustani and Carnatic Raagas while weaving in contemporary sounds, making them accessible and inspiring for digital-native audiences.
Scalable, Digital-First Storytelling : Content crafted for multiple formats – short films, influencer collaborations, and snackable content – ensuring it was both educational and entertaining.
03
THE MEASURABLE IMPACT
+
HCL Concerts successfully reintroduced Indian classical music to younger, global audiences while staying true to its authenticity. The Raaga Collective positioned the platform as a pioneer of cultural innovation, blending heritage with AI- powered storytelling and strengthening its reputation as a forward-looking custodian of Indian performing arts. It set a new benchmark for how AI can be leveraged to preserve cultural traditions while reimagining them for today’s world.
04
Impact
+
Massive organic engagement through influencer-led formats that amplified reach beyond classical music enthusiasts.
18000000
4
Let's partner up to make you a leader of tomorrow!
