Saregama India has once again highlighted the growing role of music licensing in brand storytelling through its latest collaboration with Visa India. The campaign, featuring Bollywood superstar Shah Rukh Khan, incorporates a classic song to enhance the narrative and emotional appeal of the advertisement.

Sharing the development on LinkedIn, Saregama India Managing Director Vikram Mehra noted that classic songs continue to help brand campaigns stand out in an increasingly crowded advertising landscape.

The music licensing initiative was led by Vidushi Gaur, who expressed excitement about working on the campaign. She highlighted how timeless music can find renewed relevance when paired with compelling storytelling, adding that the classic track was seamlessly integrated into the creative narrative.

The campaign forms part of Visa India’s latest marketing effort and showcases the increasing importance of music synchronization deals between brands and music rights holders. Such collaborations allow advertisers to leverage the familiarity and emotional resonance of iconic songs while providing music companies with new revenue streams and broader audience engagement.

The development also underscores a wider trend within the advertising industry, where brands are increasingly turning to well-known music catalogues to create memorable campaigns and strengthen consumer connections.

For Saregama, one of India’s largest music labels with an extensive catalogue of evergreen tracks, the partnership further demonstrates the commercial and cultural value of music licensing in modern brand communications.

As brands continue to seek deeper emotional engagement with audiences, classic songs are proving to be powerful tools for breaking through the clutter and leaving a lasting impression.