MUMBAI: A quirky summer anthem #NothingDirty produced by rapper Badshah is amongst the most viewed Indian ad on YouTube in 2016. Badshah composed this number for Hitachi campaign and it was published on 6 April 2016. Sony Music has conceptualized the entire project with Dentsu Communications besides producing the video with superstar Badshah who is signed on to the label.

The ad highlights the automatic cleaning feature of its iClean air conditioner that is woven very cleverly with this campaign. In the over five-minute video, Badshah, who is known for his ability to turn any lyrics into a foot-tapping number is thrown a challenge by video jockey Bani J on behalf of Hitachi. The task at hand is to come up with the next big chart-topper by turning some gross lyrics into the ‘coolest and cleanest’ song of the summer -- just like Hitachi's iClean Plus technology that automatically cleans the AC's filter. The result is a cool, fun, and upbeat anthem, about which there's #NothingDirty.

Sony Music India, National Head of Brand Partnerships, Kiran D’cruz added, “It was great working with the team at Hitachi on this campaign. Badshah understood the brief perfectly and created a track that is entertaining yet quirky and in sync with the communication objective of the brand. We are happy people have loved this ad and the track and we will sure be creating some new exciting content in 2016 too.”

Watch the full video here: