Decoding Punjabi Music's Obsession With Luxury Brands

Punjabi music has been making waves worldwide, and if you've been following the tunes closely, you might have noticed something intriguing – the obsession with luxury brands. 

Artists flaunting Gucci, Louis Vuitton, and Rolls-Royce in their music videos and lyrics have become commonplace. But why are they doing this? How has it helped Punjabi music? And does it genuinely matter for these brands to have their names featured in songs? Let's dive into the heart of this musical fashion phenomenon. 

Why Are They Doing This? 

Luxury brands are symbols of prestige and success. When Punjabi artists incorporate these brands into their music, they're telling a story of triumph and affluence. It's a way of saying–Look at where I have come from, I have made it big!

According to some observers, luxury brands are recognized globally. By featuring them in songs, Punjabi music can resonate with a worldwide audience's fascination with luxury and glamour. It's like speaking a universal language of opulence. 

Collaboration between Punjabi artists and luxury brands is a win-win too. Brands get access to a dedicated fan base, and artists get sponsorship and opportunities for brand endorsements, boosting their income and reputation. Many Punjabi artists come from backgrounds where luxury brands hold significant value. So, including these brands in their music allows them to maintain their authenticity while celebrating their success. 

According to  Rabindra Narayan MD & President of PTC Network, who has closely observed the phenomenal rise of Punjabi music, “Punjabis by nature live life Kingsize. This is the land where you can see a farmer ferrying animal-feed sacks in a prime luxury car. You would see flashy clothes in Punjab cities, latest gadgets and limousines at weddings. Also, every Punjabi is dreaming of shifting to Canada, USA, London or somewhere abroad. That’s the main reason you see flashy cars and luxury brands being used in Punjabi music videos and even in Punjabi song lyrics.” 

Narayan also believes  that it also  helps Punjabi music look more international, luxurious and aspirational.

“Luxury brands don’t mind it unless the usage goes against their brand philosophy. It’s a mode of free publicity for them and with top stars endorsing their products, it’s a win-win for them.” 

A Clever Marketing Move:

Featuring luxury brands in Punjabi music is a clever marketing move for these companies. A brand's mention in a popular song skyrockets its visibility and recognition. Millions of people get introduced to the brand through these catchy tunes.

Punjabi music often appeals to the younger crowd, a significant consumer group for luxury brands. This connection allows brands to reach out to youth who are passionate about music and style. 

“I feel there is a sense of relatability when it comes to mentioning brand names in the songs. I don’t think it really matters to the brand if someone uses their name in the song as they are already very well established”, says Pavani Mehra, Independent Artist.

There is no doubt that Punjabi music's obsession with luxury brands is a mutual love affair. Artists benefit from fame, financial support, and creative opportunities, while luxury brands gain exposure, relevance, and access to a broader market. 

“As long as this mutual love continues, we can expect to see more high-end brands making their way into the vibrant world of Punjabi music, creating a harmonious blend of sound and style that captivates audiences around the globe’, added Mehra.