Universal Music Group (UMG) and YouTube announced the launch of an exciting global dance challenge for ‘Jugnu’, the latest release from Indian music superstar Badshah.
The challenge launches at 7:00 PM IST only on YouTube Shorts, YouTube’s recently expanded short-form video experience for anyone who wants to create short, catchy videos using nothing but their mobile phones.
Starting from 7 PM IST today, Badshah is inviting fans to dance along with him to his catchy new track, for the #JugnuChallenge. Anyone who can’t resist grooving to an upbeat soundtrack can replicate Badshah’s dance moves from the #JugnuChallenge. Fans can create a 15-second YouTube Short right from the YouTube mobile app and add their own touch of creativity to the upbeat dance moves.
As part of the challenge, Badshah will be curating and spotlighting some of his favorite Shorts in a compilation video to premiere on his YouTube channel. For their creations to be considered, participants are encouraged to use the Jugnu track and hashtags #JugnuChallenge and #YouTubeShorts.*
For further dance challenge inspiration, get a closer look at the “Jugnu” choreography by watching Badshah’s latest YouTube Shorts on desktop HERE and on the mobile app HERE.
Speaking on the release of Jugnu, Badshah, said, “I have been working on bringing a new sound for quite some time now and am super excited to bring to you all Jugnu and I am waiting to see everyone’s reactions. With this release apart from bringing you a new version of me, I am also bringing to you #JugnuChallenge only with YouTube Shorts and I can’t wait to see your moves to my latest song. Go light up your Diwali with Jugnu!”
Vinit Thakkar, COO, Universal Music India and South Asia said “We are excited about our association with YouTube Shorts around Badshah’s new release. The YouTube ecosystem plays an integral part of an artist’s journey and development, especially here in India, thanks to our love of social media and demand for short form content locally.
“We can’t wait to see the fans’ reactions to the new sound that Badshah has created and how they own it creatively,” Thakkar added.
Pawan Agarwal, YouTube’s Director, Music Partnerships (India & South Asia), said, “We are excited to launch Badshah’s Jugnu Challenge that is sure to get fans pumped, setting the perfect soundtrack for the festive season. We’re thrilled to collaborate with our long-standing partners, Universal Music Group, for our first-ever-dance challenge on YouTube Shorts in India.
“YouTube Shorts is a fun and easy way to create videos directly from your mobile phone. We are excited to see how fans will unlock their creativity with the Jugnu Challenge,” Agarwal said.
Earlier in the day, Badshah premiered the official music video for Jugnu, which has already garnered 300K views so far.
Badshah is one of the only artists from India to have over 15 songs, including Genda Phool, She Move It Like, Paani Paani, Mercy, Heartless, with over 200M views on YouTube.
Get ready to groove to the #JugnuChallenge starting 7pm today, Tuesday, October 26, through 11.59pm on Sunday, November 7 and stay tuned for more information on the #JugnuChallenge on YouTube Shorts!
