Anumita Nadesan was discovered through her covers of popular Bollywood songs on Instagram Reels. She brought a unique expression to existing and famous songs that intrigued us as a label, prompting us to help her launch her first original. We decided to bring in the right kind of producers and writers to curate a fresh original sound that would work for the audience engaging with her covers.

Big Bang Music partnered with a local short video application Moj to launch fresh voices and faces.

Anumita Nadesan’s debut song was a unique genre introduced into the Moj ecosystem, bringing a folk pop melody that was wildly different from the Bollywood mainstream sound that was dominant on the platform. The song was pre-released as a 30-second audio on Moj, fuelled by consumer expression via UGC. It quickly gained popularity amongst travel, fashion, and lifestyle creators, garnering 5bn views across creations in the first week.

To market the song, we released a small reel showcasing Anumita telling her own story and journey as an artist. This very personal piece of content became our focus for performance marketing campaigns, successfully delivering over half a million redirects from Meta ads to Spotify.

The music video was then dropped featuring a Moj creator as the star.

Organically, the song gained popularity on Instagram and streaming platforms. A prominent Indian haute couture fashion designer, Manish Malhotra, named his latest collection after the song and used it for his launch.

Khwaab reached the top of Spotify’s Viral 50 and Anumita Nadesan soon became the face of the most popular Indie & Independent music playlists in India. Entirely organically, the song also accumulated over 150,000 reels on Instagram. Some of the largest content creators in India used the song in their creations.

To build campaign salience, Big Bang Music also released a reprise version of Khwaab two months after the originals release. Today, the reprise version alone has over 1m streams on Spotify and over 50k Reels on Instagram.

The success of her debut single led to Anumita becoming the voice of Pepsi Black’s campaign in India. Anumita is now headlining major festivals across the country.