Likee collaborates with VYRL Originals to promote 'Intezaar'

Likee, the pioneering global short video creation platform from Singapore based BIGO Technology collaborated with VYRL Originals, Universal Music India’s platform dedicated to promoting and building the category and culture of non-film music in India. This collaboration is to promote the most-awaited music video of the year #Intezaar.

The Intezaar song is composed and written by Mithoon and features Bollywood favourites Arijit Singh and Asees Kaur. The video stars India’s beloved television stars Sanaya Irani and Gurmeet Chaudhary who bring alive the ballad in the larger than life music video. With Mohit Suri creative vision and inputs, this video has been instrumental in creating a one-of-its-kind non film musical experience. Intezaar brings alive two contrasting sets of emotions; one where a person is living in hope that his love may return and the other where one has gracefully accepted the end and moved on.

Likee launched the #Intezaar campaign on their platform and invited Likeers to create heartfelt videos. Likee also rolled out bespoke photo-video effects for this campaign to ignite the creativity among Likeers. As part of the association, VYRL Originals will also collaborate with top Likee influencers to create entertaining videos. The #Intezaar campaign has already crossed 72 million views on Likee, with users creating engaging videos incorporating the song and visual effects in the background.

Speaking about the collaboration, Shantanu S Gangane, Vice President, Universal Music India & South Asia, shares, "We are glad to associate with Likee to promote our new song Intezaar. They have been extremely supportive in popularizing the track on Likee and the initial results are very encouraging. With this continued streak, I am sure the track will gain further popularity in the increasing user base of the platform."

This collaboration further substantiates Likee's commitment to providing valuable and entertaining content as per the taste of Indian youth. Likee's growing popularity is also drawing the focus of many brands and celebrities in India to promote themselves among millennial in the most effective way.

Likee is available in different Indian languages like Hindi, Tamil, Marathi, Telugu, Gujarati, Bengali, Kannada, Malayalam and Punjabi. In 2019, Likee had also won the Guinness World Record for creating the 'Largest online video album of people waving a flag in India' during its 'No matter where I am, #IAMINDIAN' campaign. The campaign saw more than 1 lac Indians participating in celebrating India's 73rd Independence Day. In the recent App Annie’s year-end report on app trends for 2019, Likee has emerged as No 1 in the breakout category and is also the 7th most downloaded app in 2019.

About Likee

Likee is a prominent global short video creation platform, with cutting-edge special effects video shooting and editing tools. Created by BIGO Technology Pte. Ltd, Likee was initially released in July 2017 and is now one of the world's most popular apps. Likee is aimed to make it easy for everyone to create amazing videos and record memorable moments. We hope that everyone could explore valuable and interesting discoveries, as well as enjoy a wider world. Founded in Singapore in the year 2014, BIGO is one of the fastest-growing Internet companies worldwide. Focusing on technologies such as Artificial Intelligence, BIGO is one of the major companies globally in the field of development and publishing of apps. BIGO owns Bigo Live - a leading global live streaming app, Likee - a global short video creation platform, imo - a global video communication app, and other social apps.

According to the YY Reports Third Quarter 2019, the MAU of Likee exceeded 100.2 million, which increased by 413.4% year over year. The MAU of imo’s embedded Likee service reached 50.2 million.

VYRL Originals – An EMI Records India Property:

VYRL Originals is Universal Music India’s platform dedicated to promoting and building the category and culture of non-film music in India. VYRL Originals is India’s first artist-focused platform and has been instrumental in introducing and developing some of the finest talent in the country. The artist-first and integrated approach with some of the finest marketing innovations across different releases has been the driving force of making VYRL Originals the most desirable music label for the artist community.