Music and Youth
Sony Music teams up with TikTok to launch their smash hit single ‘Haaye Oye’ by QARAN Feat. the gorgeous Elli AvrRam and dance icon Shantanu Maheshwari
MUMBAI: Global music giant, Sony Music has teamed up with TikTok, the world’s leading short video platform for their hit single ‘Haaye Oye’. Sung by Ash King and composed by QARAN (of the Tareefan fame) the song video features the vivacious Elli AvrRam and dance icon Shantanu Maheshwari. The video has become a favourite amongst the Gen Z and is already known as the Love song of the year!
Says Rohan Jha, Head, Sony Music Pop, “With Tik Tok being such a rage amongst the youth we decided to have a deeper integration with them. For the song, Tik tok has created a first of its kind musical sticker – which has been weaved into the video narrative. The tremendous response to the video and the deep audience involvement with Tik Tok have resulted in some incredible numbers and quality of participation. The association is one of its kind – and exemplifies what an engaging content and an involved platform can do together. ”
Added Sumedhas Rajgopal, Entertainment Strategy and Partnerships Lead (India) at TikTok, ”As a platform that celebrates creativity, we are thrilled to partner with Sony Music to launch their latest single, ‘Haaye Oye’. With its easy-to-use tools, interactive features and intelligent discovery system, TikTok is fast becoming a launchpad for artists to promote their latest hits. We look forward to engaging more Indian music fans through exclusive content that encourages them to bring their imagination to life.”
Directed by the ingenious and talented Vishal Handa, the song video celebrates young-love with an urban but chic Bollywood routine and a very unique hook-step that is sure to have a massive up-take by viewers.
Choreographed by industry leader Ashley Lobo and Danceworx, the hook step has become a fad with the dancer community!
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
