Yashraj Mukhate & 22feet Tribal craft the ‘Laughter Anthem' for Kapil Sharma's Netflix special

Yashraj Mukhate - of the viral ‘Rasode mein kon tha?’ fame- and 22feet Tribal Worldwide came together to create an anthem celebrating his and the country’s love for comedian and actor Kapil Sharma’s special on Netflix.

Mukhate’s exclamation for Kapil Sharma’s comedy special on Netflix, ‘Kapil Sharma- I’m Not Done Yet’, served as the germ of the idea. Conceptualised by 22feet Tribal Worldwide, the campaign beat saw Mukhate celebrate his excitement of watching Sharma on Netflix, in his signature style, which takes small snippets from seemingly unassuming moments, and remixes them into bops that become unforgettable.

‘The Laughter Anthem’ took off from the special’s title itself. As in life, so in the song too, the line ‘I’m not done yet’ sums up the man himself. With the music by Mukhate, and backed with vocals from Sonal Kaushal, the line can be seen repeated as almost a response to the various delightful and surprising anecdotes Sharma recounts in his show.

Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide, said, “​​It started with a comment dropped by Yashraj on the announcement. It was clear he is a fan. We decided to combine his excitement with his music. It felt real and honest. Like it was meant to happen. So, we shared the idea, got out of the way and let the magic happen.”

The track, which has over one million views on YouTube alone, half a million on Instagram, and over a thousand comments across platforms since its release on January 24, seems to have gone viral. 

Credits

Agency: 22feet Tribal Worldwide

Creative: Debashish Ghosh, Deepak Thammaiah, Manali Giri, Mitali Kaushik, Mohit Patil, Vineet Mahale

Strategy: Sanchari Chakrabarty, Mallika Yamdagni

Business: Gaurav Magotra, Akanksha Mishra, Shubhita Aggarwal