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Pepsi MTV Indies joinshands with McDowell’sfor ‘No. 1 Yaari Jam’ (1 Viewer)


28 Sep 2013
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MUMBAI: Sub-culture music channel Pepsi
MTV Indies has joined hands with beverage
brand McDowell’s No. 1 to present a
concept, ‘No. 1 Yaari Jam’, on the channel’s
new programme ‘Cover Stars’.

McDowell’s No. 1 is inviting rising star
bands and singers to showcase their talent
and participate in creating diverse versions
of the ‘No. 1 Yaari’ anthem.

‘No. 1 Yaari Jam’ is a national engagement
platform for bands, singers and music

The seven-minute short film was written by
DDB Mudra’s executive creative director
and chairman Sonal Dabral and directed by
Anupam Mishra, with music composed by
Rajiv Bhalla.

As per a statement, within two months of
release, the short film has received over
five million views across Facebook and

In ‘No. 1 Yaari Jam’ Chauhan, Bhalla and
Dabral will pass on the musical baton to
Shankar-Ehsaan-Loy, who will pass it on to
other people in the music fraternity and to
the public. The challenge is to make your
own version of the ‘Yaari’ song along with
your group of friends.

To enter the contest, bands or groups have
to sing their own version of the song,
submit their videos online, and nominate a
group of their friends to make their own
version of the song.

Winners will be selected through audience
voting and artist’s choice throughout the
four weeks of the contest. The two winning
groups will be featured on Pepsi MTV Indies
for a month.

United Spirits Limited SVP marketing Unnati
Sinha said, “Music and friendships truly
transcend boundaries. Together, they
transport you to memories of celebrations
and true friendships. We thought it would be
wonderful to find a way to celebrate this
heart-warming combination by blending
together music and yaari, the essence of
what the McDowell’s No.1 brand stands for.

‘No.1 Yaari Jam’ is an innovative concept
which allows people to create cover
versions of the Yaari song and bring both
their music and friendship into the

The brand had released the ‘No 1 Yaari’
campaign in November 2014 across several
platforms to connect and engage with its
consumers and to capture the essence of
close friendships.

Pepsi MTV Indies joins hands with McDowell’s for ‘No. 1 Yaari Jam’ | TelevisionPost.com

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