Saregama And House of McDowell’s Soda Take ‘Aao Twist Karein’ Campaign To Micro-Dramas

Saregama has extended its music-led collaboration with House of McDowell’s Soda into a micro-drama series, building on the sync licensing of its iconic track ‘Aao Twist Karein’ for the brand’s campaign film.

Mehuli Shah Lahiri, Head of Brand Partnerships at Saregama India, shared details of the collaboration in a LinkedIn post, highlighting how the campaign evolved beyond the use of music in an advertisement to become part of a larger storytelling ecosystem.

The initiative, developed with FilterCopy, extends the campaign narrative through The Yaari Pact, a micro-drama series in which the song’s sonic identity serves as an integral storytelling cue.

According to Lahiri, the collaboration demonstrates how music can move beyond its traditional role as an advertising asset to become a recurring element across content formats, helping audiences connect with a brand narrative.

The integration of ‘Aao Twist Karein’ into both the campaign film and the micro-drama series is intended to create a more connected content experience. By carrying the song’s identity across formats, the collaboration seeks to strengthen audience engagement and brand recall.

In her post, Lahiri described the outcome as a connected content ecosystem in which music is not merely heard but also remembered, recognised and experienced across formats. She added that the strength of music lies in its ability to deepen audience engagement and create stronger brand recall.

The collaboration reflects a broader approach to music marketing, where brands are increasingly exploring ways to integrate songs into narratives rather than limiting their use to standalone advertisements. Such integrations can give familiar tracks a renewed role in contemporary campaigns while allowing brands to build continuity across different content formats.

For Saregama, the project also highlights the potential of its music catalogue in brand partnerships, particularly when a recognisable song becomes part of a larger creative concept. For brands, the approach offers an opportunity to use music as a narrative device that supports storytelling and audience connection.

Lahiri acknowledged the contributions of the brand partners and teams at FilterCopy and Saregama who helped bring the project to life.

The campaign underscores the growing intersection of music licensing, branded entertainment and digital storytelling, with music increasingly being positioned as a central component of brand narratives rather than simply a background element.

Watch the campaign film: https://Inkd.in/dB5eh-wq