SONY MUSIC INDIA PARTNERS WITH WATTPAD TO LAUNCH VAYU SRIVASTAV’S NEW SINGLE “BAATEIN KARO”

Jyothi Venkatesh

In a novel move to connect with Gen Z and millennials audiences, Sony Music India has partnered with Wattpad, the global entertainment company and the world’s leading storytelling platform, to promote the new single,, “Baatein Karo,” by Indian Singer and Songwriter Vayu Srivastav, the artist behind songs in Tanu weds Manu Returns and Shubh Mangal Zyada Saavdhan.The alliance involved the first-ever lyric-writing contest on Wattpad, where users were invited  to re-imagine the lyrics to  “Baatein Karo” and write their own version of the song. Working together, Sony Music India and Wattpad created a cross-platform hit for “Baatein Karo.”  Wattpad users in India and around the world put their own spin on “Baatein Karo,” with over 350 song entries on Wattpad. The top voted lyrics were recorded into a new fan-made song by Vayu, which is now shared on Link to engage his fans on Instagram.

Devashish Sharma, India Country Head, Wattpad said, “Wattpad offers something truly unique for brands: a massive global community that spends billions of minutes each month deeply engaged in reading, writing, and sharing world-changing stories. Our work with Sony Music India and Vayu Srivastav has tapped into the best of Wattpad by enabling fans to use their creativity to re-imagine “Baatein Karo.” This project didn’t just tap into fan excitement, we made fans genuine collaborators who inserted their voice into this hit song. That’s the power of storytelling and Wattpad.” Wattpad is one of the world’s leading destinations for diverse Gen Z creators to share their voice. Each month, more than 4 million writers of all ages share stories on Wattpad, inspiring and engaging with Wattpad’s global community of more than 80 million people.

Wattpad’s vision is to entertain and connect the world through stories. Wattpad’s flagship app is the world’s leading social storytelling platform, home to a community of more than 80 million people who spend over 23 billion minutes a month engaged in original stories. Wattpad’s Story DNA Machine Learning technology allows the company to discover stand-out stories among the more than half a billion uploads that have been written on the platform. Wattpad Studios and Wattpad Books are transforming entertainment and publishing, using data-backed insights to turn Wattpad stories into books, films and TV shows. Wattpad Brand Partnerships help brands build deep engagement with Gen Z consumers. In 2020, Wattpad was recognized as one of the World’s Most Innovative Companies by Fast Company. The company is proudly based in Toronto, Canada. Learn more atcompany.wattpad.com