Mumbai: Amazon Music India has launched its first brand campaign in the country following the introduction of Amazon Music Unlimited, celebrating India’s enduring love for music through the timeless tradition of Antakshari.
Directed by acclaimed filmmaker Neeraj Ghaywan and conceptualised by creative agency Manja, the campaign features celebrated artists Usha Uthup and Sonu Nigam. The film pays tribute to the nostalgic game of Antakshari, capturing shared musical moments across generations while highlighting the diversity of India’s musical heritage.
The campaign follows the launch of Amazon Music Unlimited in India on June 2, 2026, the streaming service’s premium subscription tier offering ad-free listening, offline downloads, high-quality audio and spatial audio.
The brand film recreates familiar moments from Indian life—from families gathering on terraces during power cuts to house parties and train journeys—where Antakshari has long served as a shared cultural experience. Through a medley of songs spanning languages, generations and genres, the campaign showcases music as a unifying force that connects people and memories.
With Antakshari at its core, the campaign celebrates India’s rich musical traditions while reinforcing Amazon Music’s positioning as a destination for diverse listening experiences.
Commenting on the campaign, Divya Chadha, Head of Marketing, Amazon Music India, said, “Music has always had the power to bring people together, and few traditions capture that as beautifully as Antakshari. For many of us, it’s where our love for music first began—through moments shared with family and friends, singing songs that have stayed with us for years. With this campaign, we wanted to celebrate that timeless tradition and the incredible diversity of music that India loves across languages, genres, artists and generations. It’s our way of bringing alive the joy of discovering, remembering and sharing the songs that connect us. At Amazon Music, we’re building the home for every listener and every soundtrack in India. We hope this film reminds people of the joy, connection and memories that only music can create.”
Sharing the creative thought behind the campaign, Arvind Krishnan, Founder & CEO of Manja, said, “Antakshari felt like the perfect cultural metaphor to craft the narrative for Amazon Music in India. It has been India’s favorite game for generations and taps into something very Indian — communal entertainment, memory, and the joy of “just one more song.“ We wanted to stick to this unmistakably Indian narrative drawn from the memories of every Indian who has ever played this game, and this campaign is the first step in that direction.”
Amazon Music said the campaign will roll out across digital platforms and out-of-home media, inviting listeners to rediscover the joy of singing together. Featuring a catalogue of millions of songs across languages and genres, the streaming platform aims to strengthen its connection with Indian audiences through culturally resonant storytelling as it expands its presence in the country’s competitive music streaming market.
