Indian Hip-Hop is slowly becoming an extremely popular genre of music, combining the influences of hip-hop with the Indian subculture. It was recognized as the most popular independent music genre in India in 2018, only showing a growth in trend post that. Considering this, we proposed a rap song, taking cues from Indian Hip-Hop trends and creating a campaign that would resonate with Bollywood and cricket fans across the MENA region.

The song was a huge success amongst the consumers, showing a great increase in participation and purchase of the Britannia biscuits that were featured during this campaign which also gave the audience a chance to be a part of the 2019 Cricket World Cup in England.