Tata HEXA associates with Anoushka Shankar for #LandofGold


Tata Motors today announced its association with Anoushka Shankar and its’ much-awaited Lifestyle vehicle, the Tata Hexa, for the sitar player and composer’s six city India tour of her latest album, ‘Land of Gold’. The musician will kick-off her tour today, December 02 in Chennai. The Tata Hexa being a key partner for the tour, Anoushka Shankar and her band will be officially driven by the Tata Hexa. In Chennai, the much awaited Tata Hexa will drive the global sitarist for a magical evening at the Sir Mutha Venkatasubba Rao Concert Hall, Chetpet.

Anoushka Shankar is a singular figure in the Indian classical and progressive world music scenes. Her dynamic and spiritual musicality has garnered several prestigious accolades, including five Grammy® Award nominations, recognition as the youngest – and first female – recipient of a British House of Commons Shield, credit as an Asian Hero by TIME Magazine, and a Songlines Best Artist Award. Most recently, she became one of the first five female composers to have been added to the UK A-level music syllabus.

Anoushka will also perform in four other metros in December.

Mumbai             December 03                 Shanmukhananda Auditorium                             

Delhi                 December 09                 Sirifort Auditorium

Bengaluru          December 10                 Dr. Ambedkar Bhawan

Hyderabad         December 11                 Shilpkala Vedika

Mr. Vivek Srivatsa, Head of Marketing, Passenger Vehicle Business Unit, Tata Motors said, “We at Tata Motors are delighted to be associated with Anoushka Shankar, for the India tour of her new album ‘Land of Gold’. A unique affiliation, with the Hexa, our approach to high quality standards of sound from the vehicle’s new CONNECTNEXT Infotainment system, is a reflection of Anoushka’s dynamic and beautiful performance, one that we would like to leverage, to take the #HexaExperience closer to our customers. With the Hexa, we hope to create an environment for audiophiles, as memorable as the music. We wish Anoushka the very best on her India tour.”

The Tata Hexa is a lifestyle vehicle from Tata Motors which was first showcased as a concept, at the Geneva Motor Show 2015. Unveiled later as a production version at the Delhi Auto Expo 2016, Tata Hexa will soon be available in showrooms across the country. Developed by Tata Motors in collaboration with its technology partners, the much awaited Tata Hexa is a power packed, feature loaded and adrenaline pumped vehicle, designed for those with an active and dynamic lifestyle. Tata Hexa packs an aggressive attitude and delivers absolute comfort, with a confident design, personifying Tata Motors passenger vehicle division’s newly defined IMPACT design language.

The Tata Hexa is equipped with new-gen CONNECTNEXT Infotainment system, with ergonomically placed 5” touch screen, exclusively designed by Harman, featuring voice recognition and smart phone integration. Utilizing Harman’s unique technology, the JBL branded 10 speaker system with High fidelity audio reproduction and Harmonic richness will transform the vehicle into an elaborate sound system giving a personalized home theatre experience.

“Land of Gold” that embraced electronics and cross-genre collaborations is Anoushka Shankar’s fervent response to the humanitarian trauma of displaced people fleeing conflict and poverty. Launching on the 2nd and culminating on the 11th, the tour will travel to various metros like Chennai, Mumbai, New Delhi, Bengaluru, Pune and Hyderabad allowing enthusiasts to experience an evocative journey infused with a message of enduring hope. With Land of Gold, Shankar looks out at the world with a musical “cry against injustice” and offers an excursion of haunting honesty and fiery exorcism, as spirited as it is spiritual.

Five-time Grammy® nominee Anoushka Shankar states, “Land of Gold is the culmination of my journey to the interior, channeling my distress at the situation in a constructive way, exploring the stories of the voiceless and dispossessed. The central message of Land of Gold as the recognition of the resilience of the human spirit and of our capacity to find the place where enduring hope resides. Everyone is, in some way or another, searching for their own ‘Land of Gold’: a journey to a place of security, connectedness and tranquility, which they can call home. The idea of millions of people being driven out of their homes, of children not having safe shelter or passage, is not a political issue, it’s a humanitarian issue. I’m not pretending I can change the world, or to be an expert on social and political affairs. But I certainly have a right to say when something is wrong. It’s important to be a part of a culture and community, and to be a positive influence in every aspect of my life that I can.”

Anoushka Shankar further went on to add “Heading to soundcheck in the all new #TataHexa. Loved the music system of the car, amazing sound quality!”

In addition, Tata Motors is also conducting a social media contest through which consumers can win passes for the #LANDOFGOLD show.