McDowell's No.1 Soda Yaari Jam Originals launches new song in partnership with Hungama Digital Media Entertainment

McDowell’s No. 1 Soda Yaari Jam Originals has brought on board Punjabi sensation Guru Randhawa and popular music producer Vee to wish their fans a Happy New Year by releasing the next originals — ‘Yaari’ — that crossed over 20 million within 24 hours of release.

Last year, the brand collaborated with renowned artists like Sunidhi Chauhan, Anupam Roy, Tanishk Bagchi, Darshan Raval and Jonita Gandhi for its music property ‘Yaari Jam Originals’.

The video: 

The original has been written and composed by Guru Randhawa while Vee gave music. In the video, Randhawa has brought alive the emotion of celebrating a new you and with that a new ‘yaar’ who has overcome the failures, heartbreaks and unfulfilled dreams of the previous year. The music video directed by Gifty has been produced by McDowell’s No. 1 Soda in collaboration with Hungama Digital Media Entertainment.

McDowell’s No.1 Soda, has always been an enabler of strong bonds of friendship with fascinating stories of yaari that are brought alive through music. Aiming to bring new outlook and a lot of hope this New Year, the track encourages the ‘yaars’ to get together and celebrate new beginnings and wish each other a “Happy New Yaar”!

Amarpreet Singh Anand, VP Marketing and Portfolio Head, Diageo India, said, “Change is the only constant in this world and at McDowell’s No.1 Soda we believe that it is within us to revive ourselves to be a better yaar and nurture yaari. The success of our previous tracks with renowned artists for No.1 Yaari Jam Originals only motivates us to create more such engaging originals. Guru Randhawa is an incredible talent, very popular among the millennials and a perfect choice to voice the message through this new song.”

“Music plays an integral part in our culture and no celebration is complete without it. We are glad to work with McDowell's No.1 Soda and Hungama on this special song. We are certain that Guru Randhawa and Vee's music will connect with the audiences across the world,” said T-series President Neeraj Kalyan.

Siddhartha Roy

Siddhartha Roy, COO, Hungama Digital Media, said, “Our partnership with McDowell’s No. 1 Soda has allowed us to create original content that marries music with a meaningful and relatable messaging to drive consumer engagement. We are glad to have Guru Randhawa and Vee on board for a song that speaks about the importance of friendships and new beginnings. Over the years, we have created a vast repository of unique music-driven original content that has allowed us to offer a differentiated experience to our users. We are certain that this song and music video as well, will certainly strike a chord with everyone.”

Soumini Sridhara Paul, Vice-President, Artist Aloud, Hungama Digital Media, said, “We are elated to work with Guru Randhawa and Vee, two extremely talented musicians. The song has a beautiful melody and the perfect message for New Year. Independent content is gaining prominence globally and is being recognised for its originality and fresh approach. We are certain that the magic woven by the artists will be appreciated by listeners.”