India's advertising landscape is experiencing a subtle transformation, with brands increasingly collaborating with rappers to connect with the nation's vibrant youth. Once considered a niche genre, rap and hip-hop have evolved into mainstream cultural forces, influencing everything from fashion to social movements.
A significant driver of this shift is the surge in rap's popularity among India's Gen Z. Data from Spotify reveals that nearly 30% of the top 50 tracks in India in 2023 were hip-hop or rap, underscoring the genre's widespread appeal. Furthermore, over 70% of hip-hop fans on Spotify in India belong to the Gen Z demographic, highlighting how strongly rap resonates with younger audiences. Sanjay Vakharia, Co-founder and CEO, Spykar, who recently launched a rap campaign for the brand, explains that "A wide audience and I guess 18-year-olds going up to 40 are fond of raps. I feel that music is a great unifier of all and specially rap and the hip hop community. The way this genre of music has always been at the forefront of being an expression for its audiences. It tells that it is one of the most ideal genres to use to convey the message that we wanted to convey to our audiences."
By collaborating with rappers, brands also tap into the credibility and influence these artists hold over their fan communities. The partnership enables brands to speak in a language that is contemporary, edgy, and emotionally resonant, while still retaining their product or message at the core. Some brands are taking this a step further, for instance, boAt chose rapper KR$NA as their brand ambassador, integrating his musical identity into their brand to enhance cultural relevance. Rap-driven content is highly shareable, making it ideal for social media platforms where Gen Z spends much of their time discovering trends, music, and culture.
From a business perspective, involving rappers in campaigns can yield multiple benefits. Brands can expect stronger engagement, higher brand recall, and a perception of cultural relevance that differentiates them from competitors. Collaborating with credible artists allows brands to inspire loyalty, advocacy, and even co-creation, translating into long-term impact beyond a single campaign. Vakharia adds on the effectiveness of this medium citing his campaign says, "Early interpretations are very positive, touching nearly a million views in the first two days, which kind of shows the popularity of these artists and also the genre."
In essence, the rise of hip-hop in Indian advertising reflects a deeper understanding of audience behavior, cultural currents, and the need for brands to speak in a language that is contemporary, relatable, and emotionally resonant. It represents a strategic move towards authenticity, creativity, and cultural alignment, offering brands a powerful pathway to connect with the next generation of consumers.
Building on this, the following listicle will highlight how brands are making rappers central to their campaigns, driving credibility, engagement, and deeper cultural connect:
1) Spykar’s ‘Daur Apna Hai’
Spykar's rap campaign featured artists like Wicked Sunny, Dharmik, and The Vixens Crew, delivering an anthem that resonated with youth energy and ambition. The campaign garnered nearly a million views within the first two days, indicating strong audience engagement. The use of rap allowed Spykar to communicate messages in a rhythm-driven, relatable format, making the narrative feel participatory. The campaign was shared widely on digital platforms, with social media teasers and YouTube previews.
2) RPG Group’s ‘Kar Dikha’ anthem
This campaign used rap and spoken-word elements to present a patriotic message framed around everyday responsibilities. Rappers involved included Yeda Anna (Maddy) and composer Instine, who contributed to blending music with storytelling that highlighted ordinary citizens’ contributions. The rap format helped make the message feel contemporary and relatable.
3) SBM Bank India’s #MudraRap
This campaign combined rap music by AI Voice with visual storytelling to promote cybersecurity awareness. While the musical aspect included rap-style narration, dancers like Tithi Das performed along with rhythm-driven visuals. The rap helped make the educational content more engaging and accessible for a younger audience.
4) Lacto Calamine’s rap campaign featuring Agsy
Lacto Calamine launched a high-energy rap anthem aimed at promoting its oil-control skincare products. The campaign featured rapper Agsy, delivering sharp lyrics and dynamic visuals to connect with Gen Z and millennial audiences. While specific viewership numbers aren't publicly disclosed, the campaign's engaging format indicates a strong potential for audience engagement.
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5) The Man Company’s Rap with Krantinaari
The Man Company launched a Rakshabandhan campaign featuring a rap video voiced by Mumbai-based rapper Krantinaari. The campaign offered a playful take on sibling relationships, breaking away from traditional emotional narratives.
6) Air India’s ‘There is an Air About India’
Air India's campaign, ‘There is an Air About India,’ featured a rap-style soundtrack composed by Sneha Khanwalkar, with vocals by emerging artist Aarya Jadhao. The digital film presents fast-paced visuals and transitions designed to represent India's evolving cultural landscape, covering everything from traditional performances and spiritual imagery to urban development and global aspirations.
7) Peter England’s campaign with Imbachi
Peter England's Onam campaign featured rapper Imbachi, blending traditional themes with contemporary rap to connect with Kerala's Gen Z audience. The campaign's music video, titled ‘Ee Onam Scene Onam,’ has garnered over 9.5k views on YouTube, reflecting its appeal among the target demographic.
8) JBL’s ‘Sounds of Celebration’
JBL's festive campaign, ‘Sounds of Celebration,’ featured regional rap artists to celebrate various Indian festivals. While specific viewership numbers aren't publicly disclosed, the campaign's 360-degree approach, including cultural storytelling and product launches, indicates a comprehensive strategy to engage audiences during the festive season.
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