Following the launch of Amazon Music Unlimited in India on 2 June 2026, a new premium tier that offers ad-free listening, offline downloads, high-quality and spatial audio, Amazon Music India today launched their first brand campaign celebrating India’s deep-rooted love for music through one of its most cherished cultural traditions, Antakshari.
Directed by acclaimed filmmaker Neeraj Ghaywan and crafted and conceptualised by the creative agency Manja, the campaign evokes effervescent nostalgia around a melodious game of songs, reminiscent of a core memory that every Indian resonates with. Families huddling up on each other’s terrace during power cuts to sing medleys, exuberant house parties with colleagues, and memorable train journeys with friends – every moment, divided in frames on screen but connected to each other through songs in ambient audio, reverberates through each scene as a fundamental inclusion of a game of Antakshari. What comes through is a vibrant medley of catchy, upbeat and instantly recognisable songs from across languages, generations and regions.
The film also features celebrated artists like Usha Uthup and Sonu Nigam, and tunes in on songs that capture the simple yet unprecedented joy of singing together. With Antakshari at its heart, the campaign is envisioned as a celebration of India’s rich musical heritage, and a tribute to memories that music creates.
Commenting on the film, Divya Chadha, Head of Marketing, Amazon Music India says, “Music has always had the power to bring people together, and few traditions capture that as beautifully as Antakshari. For many of us, it’s where our love for music first began—through moments shared with family and friends, singing songs that have stayed with us for years. With this campaign, we wanted to celebrate that timeless tradition and the incredible diversity of music that India loves across languages, genres, artists and generations. It’s our way of bringing alive the joy of discovering, remembering and sharing the songs that connect us. At Amazon Music, we’re building the home for every listener and every soundtrack in India. We hope this film reminds people of the joy, connection and memories that only music can create.”
Talking about the messaging of the campaign, Arvind Krishnan, Founder & CEO of Manja says, “Antakshari felt like the perfect cultural metaphor to craft the narrative for Amazon Music in India. It has been India’s favorite game for generations and taps into something very Indian — communal entertainment, memory, and the joy of “just one more song.” We wanted to stick to this unmistakably Indian narrative drawn from the memories of every Indian who has ever played this game, and this campaign is the first step in that direction.”
With a catalogue spanning millions of songs across languages and genres, Amazon Music invites listeners to press play, sing along and continue the joy of listening.
Set to roll out across digital media and out-of-home placements, the campaign invites audiences across India to rediscover the joy of singing together. Watch the first in Amazon Music India’s brand film series now.
The next game of Antakshari starts with Amazon Music India here: Instagram | YouTube
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