Bhubaneswar: McDowell’s No.1 Soda, in association with Hungama and Hungama Artist Aloud, brought the singing sensationsSunidhi Chauhan and Arjun Kanungoto Bhubaneshwar for a day filled with music. Setting a celebratory mood post the festivities, the artists performed for theNo.1 Yaari Jam Fest at JantaMaidan, Bhubaneswar, as part of the 3-city touracross Odisha. After entertaining the fans inBhubaneswar, the No.1 Yaari Jam Festwill now move tothe next leg in Brahmapur on24th November and in Rourkela on 30th November.
Known for their foot tapping tracks, Sunidhi got her fans singing and dancing with popular numbers like ‘Saki Saki, ‘Kamli’ and her Bengali original ‘Yaarder Shonge’. Arjun took concert goers through his iconic hits ‘BaakiBaateinPeeneBaad’, ‘Fursat’, ‘KhoonChoos Le’ which got the entire crowd singing.
McDowell’s No.1 Sodais synonymous with celebrating the bonds of brotherhood and has been an enabler of friendships through its intriguing and captivating storytelling amongst masses in India. The No.1 Yaari Jam Fest Powered by Hungama and Hungama Artist Aloud,is an experiential platform that is conceptualized to get the audience and their Yaars to experience the power of music that brings them together every time.
The No.1 Yaari Jam fests this year will feature artists and bands opening the concerts. These artists/ bands who were selected through the enabler platform of McDowell’s No.1 Soda called No.1 Yaari Jam Pads, followed by the final performances by the headlining artists.
The evening saw the multi-genreband The Sylvester Trioopen the fest and enthral the fans with their music.
Speaking on the concept of the No.1 Yaari Jam; Amarpreet Singh Anand, Executive Vice President and Portfolio Head, Diageo India,said, “Music is a universal language, capable of bridging cultural barriers. We believe that where words stop music begins and so music lets us open in the truest sense, allowing us to have deep conversations we wouldn’t be able to otherwise. Through the No.1 Yaari Jam Fests, we want our consumers to experience and inspire them to bond with their “Yaars” over music.”
Speaking on the concept of the No.1 Yaari Jam, Sunidhi Chauhan said, “Yaars in my life have always been special. From keeping me grounded to encouraging me during my lowest, I have had them standing tall. I was not only fortunate to have them around, but also grow because of them. Through my journey, music enabled me to reach out to new yaars who have brought me to where I am today”
“I grew up in a household where sports was something that was discussed all around. I too went on to play sports at a national level, however in times when I needed to find solace, music and friends came to the rescue. That is when I realised the power of music and yaari. It can make you a better person as an individual and helps build stronger bonds,” said singerArjun Kanungo.
Siddhartha Roy, COO, Hungama Digital Media said, “Consumers today are seeking musical experiences that go beyond the digital space and we have actively worked towards creating online and offline properties that help us give a memorable and enriching experience to our users. We are glad to partner with McDowell’s No. 1 Soda to create an engaging experience for music lovers across the nation. With No. 1 Yaari Jam Fests we’ll be able to extend our brand promise to live on-ground festivals that will offer the audience to watch their favourite artists in a high-octane environment on some of the biggest stages seen in the country.”
Soumini Sridhara Paul, Vice-President, Artist Aloud, Hungama Digital Media said, “Independent music has caught the attention of music lovers globally. In India too, there is a surge in demand for original and independent content. We are glad to work with some of the most talented artists in the industry to offer an unforgettable experience to music lovers across the nation. At the same time, No. 1 Yaari Jam Fests will also give an opportunity to select independent artists to perform with renowned musicians and share their talent with the world.”