Diageo's ‘No.1 Yaari Jam' music platform launches new single with music band ‘Sanam' on Friendship Day

Diageo’s McDowell’s No.1 Soda through its music platform, “No.1 Yaari Jam”, has been synonymous with bringing alive stories of friendship through music. To give the spirit of Friendship Day an extra special boost, McDowell’s No.1 Yaari Jam has partnered with music band ‘Sanam’ to release an original song – ‘Apni Yaari’.

This original featuring the band is composed by Clinton Cerejo and ‘Sanam’ and written by lyricist Amitabh Bhattacharya. The song ‘Apni Yaari’ is youthful, lively, full of emotions and embraces the essence of modern-day friendships. The song has been created by Qyuki Media and the video has been produced by The Glitch team.

The song release will be supported by a UGC campaign.

The song highlights the real-life friendship among the band members of ‘Sanam’ and how they connect with their fans. Sanam, Venkat, Samar and Keshav, the band members, were friends before forming a band in the year 2010. In the nine years that they have performed together, they have become one of the country’s most popular band with over six million followers on YouTube and some hits to their credit.  Apart from playing music, they hang out, play cricket, video games and work out together.

Khushboo Benani, Content and Brand Advocacy Head for Diageo India, said, “No.1 Yaari means something personal and special to every individual. Hence this Friendship Day we wanted to pay homage to all the different friends and their unique friendship through a song which makes you want to say – this is our story. The powerful combination of ‘Sanam, Clinton and Amitabh’ have helped us create a very hummable song that we hope will be shared among yaars.”