JBL India has launched ‘Sounds Festive’, a music-led festive campaign conceptualised by RepIndia that explores the sounds, cultures and musical traditions associated with festivals across India.
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The campaign features singer Divyam Sodhi and music producer Khwaab travelling across the country to discover and record sounds associated with major festivals. Along the way, the duo collaborates with regional artists and traditional instrumentalists, transforming these sounds into contemporary musical tracks while retaining their cultural character.
The campaign starts from the idea that the sound of a festival often precedes the celebration itself — from the chenda associated with Onam and the dhol and tutari of Ganesh Chaturthi to the dhaak of Durga Pujo. ‘Sounds Festive’ brings these sounds back to their sources, with Divyam and Khwaab spending time with local communities before working with regional musicians on music inspired by each festival.
The journey began in Kerala for Onam, where the duo collaborated with actor and rapper Neeraj Madhav and local chenda players to create a new version of the Onam song ‘Thi Thi Thara’. The campaign then travelled to Maharashtra for Ganesh Chaturthi, bringing vocalist Rohit Raut together with Divyam, Khwaab and local tutari and dhol players for ‘Pehlo Naman’.
For Durga Pujo in West Bengal, the campaign brought together singer Ananya Chakraborty, the dotara and the dhaak to create a track rooted in the musical traditions of Bengal. The Punjab chapter, featuring the region’s musical traditions, is scheduled to release around Diwali.
Through ‘Sounds Festive’, JBL India and RepIndia explore music as a common thread connecting different regional cultures and celebrations, bringing traditional sounds into contemporary musical expressions while retaining their local identity.
