McDowell’s No.1 Soda launches its sonic asset through the ‘No.1 Yaari Jam’

These original ‘No.1 Yaari’ songs are in Hindi, Kannada, Marathi, Rajasthani and Punjabi and are connected through the brand’s new sonic asset

e4m by exchange4media Staff
Updated: Dec 6, 2017 3:52 PM

McDowell’s No.1 Soda has been synonymous with touching stories of Yaariand has been an enabler of many a friendship through its intriguing and captivating storytelling amongst masses in India. Keeping in tune with its philosophy of strengthening the bonds of brotherhood, McDowell’s No.1 Soda is introducing its new sonic asset through ‘No.1 Yaari Jam’, a music platform that is being launched with the release 5 enchanting Yaari sound tracks. Shaped by ace music directors Salim &Sulaiman Merchantalong with distinguished and renowned music artists from across India, these exhibit the spirit of Yaari that McDowell’s seeks to evoke amongst its customers across India.

McDowell’s No.1 Soda’s sonic asset is a musical rendition of the brand’s iconic tagline ‘Yeh No.1 Yaari Hai’ which was also converted into an extremely popular song that released in 2014. No.1 Yaari Jam takes the brand’s association with music to the next level as it becomes a first of its kind platform that will provide inspiration and platform for artists and bands from across India to join the brand on its journey to tell the enthralling stories of Yaari through music.

The musical opus unfolds in 5 languages with Swarathmaleading the jam in Karnataka, Mame Khan and band replicating their spellbinding symphonies in Rajasthan, IshqBector fashioning a foot tapping number from Punjab and SiddharthMahadevanand SoumilShringarpureweaving their magic in Maharashtra. The nationwide musical caravan concludes with Salim-Sulaimanand one of their oldest yaarShaancreating asoul stirring melody oozing the essence of “Yaari”that binds millions all over the country.

The musical tracks are deep, meaningful, culturally rooted yet relatable renditions that manifest brotherhood, loyalty and “coming of age” moments amongst close friends. The inspiring tracks enable the listeners to relive the tales of friendship that the chosen artists experienced in their extraordinary journeys of becoming musical legends. The tracks have been produced by Qyuki Media and creatively supported by DDB Mudra.

Commenting on their latest collaboration, music mavens, Salim- Sulaiman said,“Music always gets a lot more interesting when we collaborate with other artists. Most of them become our friends forever & the music we make together has a special meaning for all of us. Music around the theme of No.1 Yaari, in itself, was a brilliant concept for both of us to be invested in this novel endeavour from McDowell’s No.1 Soda. We truly enjoyed the opportunity to collaborate with all the cool artists from across India as lent their flavour to the much-revered theme of Yaari.”

They further added, “We’ve had our own fair share of ‘Yaari’ tales and it was a delight to have Shaan be a part of the
Hindi song as he has been our constant No.1 Yaar for over two decades now. We hope the ‘No.1 Yaari Jam’ continues to be a path breaking endeavour that brings together musicians from across the country and binds them to the common theme of Yaari.”
Amrit Thomas, Chief Marketing Officer, Diageo India said, “We believe in building brands with purpose and for us to truly connect with the consumers, we need to be a part of their cultural narrative. No. 1 Yaari Jam is not just a campaign or platform, but it is our attempt to curate and create content from across India that defines the new sounds of friendship among millennials. We are grateful to Salim-Sulaiman and Qyuki for being amazing partners on this journey and helping us bring alive McDowell’s No.1 Soda’s sonic asset through this fascinating compilation of music videos which embrace India’s rich and charming regional tunes.”

SamirBangara, Founder of Qyuki Media said, “This has been a labor of love for us on many counts. The McDowell’s No.1 Soda team has been incredibly helpful and empowering and working with Salim-Sulaiman has always been a pleasure. Swarathma, IshqBector, Mame Khan, Siddharth&Soumil are all young incredibly talented musicians and each brought a flavor to the project that was inimitable and glorious. The teams have worked hard to ensure that the tracks are a treat both sonically and visually and we hope the audiences appreciate this with the same passion that it has been created with.”

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