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India Jam Karega Anthem: How Smule Got The Nation Singing Along to This Friendship Song

The groovy track featuring Benny Dayal, Shalmali, Sneha Khanwalkar and Puneet Sharma started a trend of online collaborations across the nation

Rolling Stone India Aug 31, 2020
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Some of our fondest memories with our friends almost always involve music. Whether it is an impromptu jam at a party or an evening out at a concert, music and friendship often go hand in hand. It is no surprise then that the latest song that has captured the imagination of the nation is an ode to friendship, created by friends who love jamming with each other.

Chances are that lately you have been grooving to the beats of “India Jam Karega,” a heartwarming collaboration between two of India’s most loved singers, Benny Dayal and Shalmali, and composed by Sneha Khanwalkar with lyrics by Puneet Sharma. Not many know that the story of the evolution of this friendship anthem is as incredible as the song itself. At first, the artists, all of who are buddies in real life, came together to create a jingle for Smule.  As they started jamming and ideating they realized they were on to something – a full-fledged song was in the offing! A few days of fun-filled jamming led to the creation of “India Jam Karega,” a song presented by Smule that carries the essence of togetherness and collaboration. It took no time for the song and video to go viral, prompting fans from across India to start jamming too.

There’s no denying the power of music and sometimes a single song can inspire generations. “India Jam Karega” has proved that there’s perhaps no better collaboration than that between friends.  It doesn’t matter if you’re under one roof or separated by distance; the spirit of jamming becomes a beautiful adhesive when friends come together. “India Jam Karega” draws from this precious element of friendship, and it has in turn, inspired jammers from across the country to combine creative forces. With the ongoing lockdown preventing friends from meeting in real life, the anthem has also redefined how friends connect on social media. 

Along with the “India Jam Karega” anthem, Smule ran a unique nationwide campaign on social media in collaboration with Radio Mirchi where some of India’s most popular personalities came together to jam with one other using the Smule app. What made these online jams even more heartwarming was that all of these musicians are also real-life buddies. While the composer duo Salim-Sulaiman jammed on the fun track “Bambai Se Aaya Mera Dost,” singer Harshdeep Kaur and lyricist Nirmika Singh picked the timeless ode to friendship “Aaya Mausam Dosti Ka.” Lisa Mishra was seen jamming to the retro hit “Tere Jaisa Yaar Kahan.” Other musicians in “India Jam Karega” campaign included Namit Das, Papon, Cyrus Sahukar, Karan Wahi and Rithvik Dhanjani. All these songs were a part of the specially curated friendship playlist on Smule. The online collabs were complemented by a series of Instagram Live sessions hosted by Radio Mirch RJs where the artists shared their favorite memories of music and friendship. 

What more, fans of these artists also got a chance to collaborate with them on Smule and feature on their Instagram too! All they had to do was pick a song from the specially curated Friendship Playlist on the Smule app and upload a duet. The artists picked their favorite jam buddies from the hundreds of entries and reposted the best videos, offering fans breakout fame! This music initiative was unique in more ways than one – first, it provided a platform for budding artists to showcase their talent, and second, it gave them a direct chance to combine forces with India’s biggest names in music. 

Staying true to the spirit of jamming together, this social media campaign engaged audiences in a way that hasn’t been witnessed previously. It witnessed an overwhelming participation from fans, resulting in the creation of a range of short-format content and jam sessions on the Smule app, which saw a remarkable imprint on other platforms too. The culmination video saw a heavy participation by jammers where the entire community of music lovers across India was seen together in one frame. Backed by the heartwarming theme of friendship and music, the “India Jam Karega” song did get the nation grooving to its tune indeed.

Where the nation got jamming to the Friendship song, Smule will go a step further by launching the song in four regional languages namely Bengali, Marathi, Punjabi and Tamil. The friendship song proved to be a trend which got India together on the emotions of music and friendship.

 

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