MUMBAI: After striking a chord with its Season 4 opener Ae Ajnabee, Coke Studio Bharat returns with its second release, Bulleya Ve, a track that leans into one of the most profound human truths: sometimes, the hardest journey is the one back from your own ego.
Inspired by the story of Sufi poet Bulleh Shah and his murshid, Shah Inayat, Bulleya Ve explores a journey shaped by ego, distance, and the kind of love that humbles you. Deeply devoted to his teacher, Bulleh Shah’s moment of arrogance creates a crack in their bond, leading to a silence that becomes its own punishment. What follows is a quiet, lingering longing, one that forces Bulleh to confront himself. In the end, Bulleh returns not with pride, but as a seeker, surrendering completely. The song captures this arc, from arrogance to surrender, and from separation to union, with a vulnerability that feels deeply personal and real.
Introducing Ashok Maskeen, a mill worker from Jalandhar, whose raw, unpolished voice brings a lived-in honesty to Bulleya Ve, grounding the track in real emotion. Joining him are Madhur Sharma and Swarit Shukl, two artists from distinct musical worlds. Sharma brings a quiet emotional depth, holding the tension of longing with restraint, while Shukl shapes a minimal soundscape that allows the story to take centre stage. In essence, Bulleya Ve is about losing yourself, not in defeat, but in humility, because sometimes, that’s where love and faith truly begin.
Shantanu Gangane, IMX (Integrated Marketing Experience) Lead, Coca-Cola India and Southwest Asia, said, “Music in India has always carried stories of self-discovery. With Bulleya Ve, Coke Studio Bharat brings alive a journey, where the battle is not with the world, but within. Inspired by Bulleh Shah’s timeless poetry, the track explores how distance, silence and humility shape the path back to connection. Ashok Maskeen’s powerful voice, Madhur Sharma’s emotional restraint and Swarit Shukl’s minimal, immersive production come together to create something intimate. This is a story that has lived for generations, now finding a new voice with today’s music fans.”
Navneet Sodhi, Head of Growth and Strategy, Universal Music Group for Brands, India shared, “At Universal Music India, championing authentic, diverse voices is core to what we do. Bulleya Ve brings together raw, emerging talent with a timeless Sufi narrative in a way that feels intimate yet current. As we deepen our connect with younger listeners, we remain committed to those who built this journey, carrying forward the cultural quotient of Coke Studio Bharat for a new generation. Our association continues to reshape how Indian music is discovered and experienced today.”
Sharma said, “There’s a certain honesty in Bulleya Ve that really stayed with me. It’s not loud, it just sits with you. We tried to keep it that way, letting the emotion come through without trying to dress it up too much. Coke Studio Bharat gave us the freedom to hold on to that simplicity and stay true to the feeling of the song.”
Maskeen said, “This song has a very specific emotional space, and I spent time understanding how to bring that out through my voice. The idea was to keep it real, but also do justice to what the song carries. Being part of Coke Studio Bharat and putting my voice into something like this feels like a big moment.”
Shukl said, “The idea was to keep the production simple and let the emotion come through clearly. When the story is this strong, you don’t need to overdo anything. Coke Studio Bharat trusted that approach, and that made all the difference.”
With Bulleya Ve, Coke Studio Bharat Season 4 looks to continue to demonstrate that India’s musical breadth cannot be contained in a single sound or story, bringing together influences from the streets of Jalandhar to the poetry of Kasur. Building on the strong foundation set by Ae Ajnabee, featuring Aditya Rikhari, Kutle Khan and Ravator, which is climbing the Spotify charts and has drawn widespread listener appreciation, the season is shaping up to travel as far in sound as it does in story, spotlighting voices that are both rooted and refreshingly new.
