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Diageo’s McDowell’s No.1 Soda through its music platform, ‘No. 1 Yaari Jam’, has announced a strategic partnership with Hungama, the digital entertainment company.

‘No.1 Yaari Jam’ has been synonymous with bringing alive enthralling stories of ‘Yaari’ among youth through original music. To celebrate the bonds of deep friendship, the partnership will involve collaborations between leading artists from the music industry to produce original music and its distribution across multiple platforms. At the same time, this association will enable independent artists get a platform to share their talent with a wider audience.

Mobile devices are fast becoming a one-stop shop for music lovers due to quick, on-the-go access to quality music in every form. As a partner, Hungama will create original music with renowned artists for the festive season through No.1 Yaari Jam Originals and enable budding musicians through No.1 Yaari Jam Pads to create their music as well.

Established artists will interact with them through No.1 Yaari Jam Pads and bring alive the songs at No.1 Yaari Jam Fests across the country. Original music videos and content from the sessions at No.1 Yaari Jam Pads will be driven on digital platforms of the McDowell’s No.1 Soda- No1 Yaari Jam and Hungama. The partnership will allow Hungama and Hungama Artist Aloud to bring their vast repository of talent and reach more than millions of people through on-ground and digital platforms.

The first original as part of this partnership was released in West Bengal for the festive season in Bengali called ‘Yaarder Shonge’ with Sunidhi Chauhan and Anupam Roy. The brand is now bringing a peppy original for the upcoming festivities on October 26, 2019, with Bollywood stars — Tanishk Bagchi, Darshan Raval and Jonita Gandhi.

Speaking on this partnership, Amarpreet Anand, VP and Portfolio Head, Marketing, Diageo India, said, “At Diageo India, we have always looked at associating with partners who are unique and add spark to consumers lives. In Hungama, we found such a partner who not only shares our vision but also assists in aspirational ventures. McDowell’s No.1 Soda is one such brand that has always pushed boundaries to enhance their passion — Yaari and Music.”

Elaborating on the partnership, Siddhartha Roy, COO, Hungama Digital Media, said, “At Hungama, we always believed in creating exceptional digital experiences for our users. Through our multiple properties and associations, we managed to provide original music a platform that gives it the much-needed visibility. We are glad to partner with McDowell’s No. 1 Soda and are certain that this association will offer music lovers a unique chance to enjoy original content like never before.”

Soumini Sridhara Paul, Vice-President, Artist Aloud, Hungama Digital Media, added, “The independent and original content space has shown tremendous growth over the past few years. Listeners are seeking content that is exclusive and fresh. Through this association, we intend to provide a platform to rising musicians, while working with some of the most renowned names in the industry. At the same time, the partnership will enable us to offer listeners music that is unique.”