“Idea Jalsa – Music for the Soul” the multi-media platform for all forms of Indian Music has completed five years of a melodious and momentous journey. Initiated by the Indian Music Academy (IMA) – a CSR initiative of Art And Artistes’. Idea Cellular, an Aditya Birla Group company, has partnered with this unique Indian Music Project, right from its inception in 2006.

A host of dignitaries including Sangeet Martand Pandit Jasraj (Founder Patron IMA), Smt. Rajashree Birla, Mr. Himanshu Kapania (MD – Idea Cellular), Mr. Punit Goenka (MD & CEO, Zee Entertainment Enterprises Ltd.), Pt Shivkumar Sharma (Patron IMA), and Ms. Durga Jasraj (Director, Art & Artistes’ and Co Founder IMA), were present at the Press Conference held to mark the occasion.

Announcing the milestone, Himanshu Kapania, Managing Director, Idea Cellular said, “Indian Music is an intrinsic part of our country’s rich cultural heritage. In these 5 years of our association with the Indian Music Academy for ‘Idea Jalsa’, Idea has supported the cause of music promotion in India, and has endeavoured to take this form of music to the masses

Since February 2011 Idea Jalsa has been running successfully on Zee TV, first season as the Best of Idea Jalsa, and continuing with a new season, airing at 10:30 AM on Sunday Mornings with repeats on the same night at 11:30 PM. Being on Zee TV helped Idea Jalsa to achieve the important milestone of crossing more than 100 Million unique viewers on TV.