A grand concert sponsored by a leading Chinese dairy company was a real feast for music lovers in Hangzhou, Zhejiang in late April.

Part of a nationwide Milk Deluxe City Concert series to promote the company's top brand Telunsu, the Hangzhou leg helped popularize the arts among the public, organizers said.

While the Hangzhou Phil-harmonic Orchestra and musicians from the Netherlands provided an unforgettable performance of classic music, they were not the only ones in the limelight during the two-day concert.

Lesser-known musicians who uploaded videos of their piano performances on the official website for the concerts also played on the same stage, showcasing their talent and sharing their understanding of music.

"Participating in the concert, I got opportunities to exchange experiences with other players and become more confident to bring the music as I understand to the audience in the concert hall," local media quoted a player saying.

"I will work harder playing the piano and hopefully continue to participate in the event next year. Then I'll let you all see my progress," he said.

The website not only carries performances and opportunities to play, but also offers free tickets to the charity concerts through online applications.

The Milk Deluxe City Concert debuted four years ago to make "highbrow" symphonies more approachable to ordinary people, which dovetails with marketing efforts by the Telunsu brand, according to a new release by the nation's top dairy group.

This year, the performance gala began in early March and will continue through to mid-August covering 21 cities including Beijing, Shanghai and Guangzhou.

As one of the top organic milk brand, Telunsu has an advantage in terms of milk sourcing. Its pastures lie at an altitude of 1,200 meters in a warm and wet monsoon climate.

The pasture receives 3,000 hours'worth of daylight annually. The soil is rich in protein and vitamins, making it ideal for growing grass.

The emergence of Telunsu has led the domestic dairy industry into an era of premium products, providing consumers with choices for a more healthy and quality diet.

With the Milk Deluxe City Concert series to be held across China, the Telunsu brand is expected to become more popular with consumers both at home and abroad.

lijin@chinadaily.com.cn

(China Daily 05/05/2012 page10)