"Advertising Taught Us How To Create Music Under Tight Deadlines"-Ruuh & Joh

RUUH & JOH, a dynamic music composer duo from Mumbai, are rising stars in the Indian music industry, known for their signature blend of synth-driven melodies and emotionally resonant storytelling.

With breakout tracks like “Yaara Tere Bin” and “Baatein” from Amazon Prime’s Call Me Bae soundtrack, they’ve crafted vibrant soundscapes that elevate storytelling to new heights.

In an exclusive conversation with Loudest.in, RUUH & JOH opened up about their musical journey and the trending tracks from popular Netflix series Call Me Bae and Mismatched.

Here are edited excerpts:

Q1.Firstly, I would like to know about your journey and this fantastic collaboration that you both have?

Our journey actually began with the fact that we’re real brothers—that’s how it all started. I’ve been immersed in music my whole life. I started with advertising, but for us, music has always been a part of the family—it’s like a family business.

Our dad was a Bollywood playback singer. His first song was "I’m a Disco Dancer," and he went on to record a lot of hits in the 1980s. That’s where we get our musical roots from. Growing up in the studio with him and going on tour with him laid the foundation for our love of music.

As for working together, it wasn’t something we planned—it just happened naturally. Like Ru mentioned, we both have our own unique sounds, but when we bring them together, we create something truly distinctive. People seem to really enjoy it.

We focus on creating music that resonates with the younger generation—fun, vibrant, and full of energy. That’s how we jam, and that’s what shapes our music. And yeah, that’s what you’re hearing now!

Q2.Firstly, congratulations on your debut as a composer and soundtrack artist for Call Me Bae. How did this project come to life, and what kind of sonic vision did you aim to bring to the table for this Amazon Prime series in collaboration with Dharma?

It actually started with a song called Yaara Tere bin. Before we got into creating all the music for Call Me Bae, this particular track was the starting point. The director, Colin D’Cunha, and the music supervisor, Azeem Dayani, heard it, and that’s how the collaboration began.

Whenever we sit down to compose music, our goal is always to create something that hasn’t been heard before. Let me ask you—have you ever heard a song like Yaara Tere bin in Hindi? That’s exactly what we aim for.

When we create, we don’t think, “Let’s make something similar to what another artist has done.” Instead, we challenge ourselves to create something that’s not only fresh to us but also new for the audience. That’s how this song came about, and when Colin and Azeem heard it, they were captivated by the unique sound. They asked us to work on the score and contribute more songs to Call Me Bae.

This sound is something Joh and I have been refining for over a decade. It’s a culmination of years of experimentation, production, and research. When you invest that much time and effort into a craft, the output has to be exceptional.

For us, the only way to make it in music is to strive for greatness, and that’s the philosophy we bring to every project. What you hear in Call Me Bae is the result of a long journey and a lot of hard work.

Q3. From Cannes Lions wins to viral tracks like the Nivea TikTok hit, your musical journey has been incredibly diverse. How do you balance creating music that is both creatively fulfilling and commercially successful?

Our primary goal is always to create good music. The most important thing for us is to vibe with what we’re making. It’s about the emotions you evoke—whether it’s fun, sadness, excitement, or joy. We focus on what resonates with us emotionally, and that’s usually the direction we follow.

To answer your question about commercial viability, Joh and I always aim for a balance. There are two ways people connect with a song: they either listen to it or feel it. We strive to make music that people can truly feel. When your music evokes strong emotions—be it love, happiness, sadness, or simply a sense of feeling good—that’s when you create something commercially successful.

Take the Nivea TikTok hit, for instance. It’s surprising you know about that! It wasn’t about chasing numbers, although it ended up achieving record-breaking success—something like 40 billion views. For us, it’s never about the numbers. It’s about making music that resonates with people on a deeper level, and fortunately, that connection often translates into success.

Q4.Instagram reels gaining traction, how do you strategize your songs, and what are your marketing strategies?

If we shared all our secrets, there wouldn’t be much left to say! But over the years, we’ve built a solid network and formed connections with people who are now juggernauts in the industry. For instance, just two weeks ago, we were in Dehradun recording music with Jubin.

When it comes to collaborations—whether it’s with artists like Lisa Mishra, Adarsh Gourav, or even comedy influencers—most of these relationships began as genuine friendships. This organic approach really shapes how we work.

To be honest, we’re not overly focused on marketing in a traditional sense. We simply create music with friends and like-minded individuals, which naturally resonates with people. That authenticity, we believe, is our biggest advantage.

Q5. Your latest project, "Gumshudah,” for Mismatched Season 3 beautifully captures emotional vibes. What was your creative process for this track, and how did you ensure it connected with the audience?

For Gumshudah, there are actually two versions—the love version and the original. You’ve probably heard the love version, which is completely emotional and distinct. The original version, however, is all about energy—a straight banger. That’s what we aim for: the most energetic, fun music that makes people want to dance and enjoy themselves. If the way it ends leaves you wanting more, that’s a good thing because it means there’s more to come!

One thing Mismatched does exceptionally well is nailing the music.

We’ve been lucky to work with amazing people who truly understand it. Here's the backstory: Joh produced the beat for Gumshudah, and I loved it. We created a melody together, hoping to release it independently someday. But then, someone we knew played it for the showrunners of Mismatched, and they loved it.

They’d been through over 100 songs without finding the right fit for a particular scene, and when they heard Gumshudah, they asked, “What are you doing with this?” We told them it was meant to be an independent release. They loved the fresh sound and asked if they could have it for the show. That’s how it happened—there was zero brief, zero changes.

Even the lyrics, which weren’t written for the show, worked seamlessly with the scene. The way the song was choreographed and depicted on screen turned out to be a perfect piece of the puzzle. It was especially exciting because this was one of our first choreographed dance songs.

I visited the set in Jaipur during the shoot and met Rohit and Sara for the first time. Watching them perform to our music was an incredible experience. The cast and crew of Mismatched are like a tight-knit family—Rohit, Prajakyta, Taaruk, and everyone else are wonderful people. It was such a privilege to be part of this journey!

Q6. You’ve worked on campaigns for brands like Red Bull and documentaries like Rocky. How have these experiences shaped your approach to storytelling through music?

For one, we’ve learned how to create music incredibly quickly. For instance, we can finish two songs in a day—something we’ve done recently. Advertising, in particular, has taught us to work under tight deadlines. Often, we have just 3–4 hours to go from writing and composing to producing and recording an entire track.

This skill really came in handy for projects like Ghumshudah. When the team approached us, they needed the song in just two days. We had a demo ready, but we completed the entire track within the deadline.

These experiences not only help us work faster but also push us to be more creative under pressure. They’ve also shaped our understanding of how to make music commercially viable, as advertising requires balancing creativity with market appeal. It’s been a fantastic learning curve for us!