Brands
Billboard hits the right note with India debut
MUMBAI: The world’s most recognised music media brand is striking a new chord with the launch of Billboard India, in partnership with Other Side Ventures Pvt. Ltd., backed by media advisor Priyanka Khimani. The move marks Billboard’s entry into one of the world’s most vibrant and fast-evolving music markets.
Set to go live in early 2026, Billboard India will bring the brand’s signature offerings to the subcontinent, from its iconic charts, lists and music awards to exclusive editorial features, interviews, merchandise and events. The platform aims to celebrate India’s sonic diversity, spotlighting both the glitz of Hindi cinema soundtracks and the pulse of the indie scene making waves across streaming platforms worldwide.
Priyanka Khimani, the driving force behind the partnership, said the venture will provide “one unifying voice to measure and highlight the incredible growth and success of India’s music industry,” adding that Billboard India aims to be “a world-class experience powered by data, celebrating talent with pride and prestige.”
Echoing her enthusiasm, Billboard CEO Mike Van said, “India’s music scene is one of the most dynamic and culturally rich in the world. With Billboard India, we’re thrilled to recognise its extraordinary diversity while connecting the country’s thriving music community to our global stage.”
Based in Mumbai, Billboard India’s editorial team will be announced soon, setting the stage for a high-decibel debut that promises to amplify India’s music to the world.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
