No1 Yaari Jam - The music of brotherhood

With music being a strong passion point for consumers, McDowell’s No1 Soda needed a way to cut across language and cultural barriers with a message of yaari. Bringing the brand’s signature tune alive, we collaborated with Salim Sulaiman and numerous regional artists to create a world of music that echoed with their spirit of brotherhood with the brand’s sonic asset integrated in them.

The music videos garnered overwhelming response, following which we extended the property with McDowell’s No1 Soda – No1 Yaari Jam Live Concerts. A large, scale on-ground music property built around the brand purpose.

We then went a step further to bring alive the brand’s sonic asset on TV by producing No1 Yaari Jam, a musical TV show, which aired on Star Bharat.