MUMBAI: Baarish Ban Jaana by Payal Dev,Stebin Ben and Aditya Dev, the team that gave India its big monsoon hit with Baarish in last year, came together to create a song for the monsoon season that has gone to become one of the biggest monsoon songs ever. The core creative team retained the essence of their hit song Baarish from 2020 and created a beautiful sequel in the form of Baarish Ban Jaana that starred Shaheer Sheikh & Hina Khan that has become the unofficial monsoon anthem of India.

VYRL Originals launched a unique AR filter utilising the Instagram Reels platform to create a deeper user engagement for their latest hit release. The rain themed filter, uniquely created for Baarish Ban Jaana, weaves in the narrative of the song that gives users a chance to experience and express their feelings towards India’s most loved season – Monsoon. This growing trend even helped fans express and enjoy the rains from the safety of their homes within the existing lockdown restrictions in India.

With currently 3.2 million creations on reels, this is possibly the only song globally to have achieved over 3 million videos on Instagram Reels within 6 weeks of launch. The AR Filter further attracted millions of creations, making it one of the most successful global music marketing innovations using this technology in history.

Baarish Ban Jaana also became the first Non-Film song to have dominated the national radio aircheck charts for continuous 5 weeks in a row at #1 position in the singles category and #1 position for 2 weeks in the album category. The song has more than 350 million streams since release (across all platforms) and has been dominating the charts across streaming platforms as well.

Commenting on the success, Vinit Thakkar, COO, Universal Music India said, “At VYRL Originals, we have always tried to set new trends for innovation when marketing our artists and their non-film music content. It gives us immense joy to see our song ‘Baarish Ban Jaana’ breaking records and creating new milestones, using new marketing tools. One of the keys to building the non-film genre is to find new ways to introduce the exciting artist and song content to audiences across the country and around the world. It is great to see fans not only shower love on their favourite artists & actors but also go beyond that into using tech enabled tools like filters to amplify their artists’ message to more fans. Such unique advancements help give more visibility to our artists and help the Indian youth engage in music culture and create fun and shareable social moments with our songs.”