Havells India Ltd., in collaboration with WPP Media, has launched ‘Havells mYOUsic’, a multi-year initiative aimed at discovering and nurturing grassroots musical talent across India. The programme reflects a strategic move towards building a cultural platform that extends beyond conventional brand communication.
Positioned as more than a talent hunt, ‘Havells mYOUsic’ is designed to create a structured ecosystem for emerging artists across singing, lyric writing, music composition and direction. The initiative focuses on mentorship, creative ownership and intellectual property creation, with a goal to produce and launch 25 original songs within the same calendar year. This approach aligns the brand with long-term cultural engagement rather than short-term campaign visibility.
The programme has been conceptualised as a multi-city movement, beginning with its first phase in the national capital region, Delhi. The initial rollout recorded over 250 on-ground entries and more than 100 online submissions, indicating early traction. The initiative then expanded to Indore, with auditions held at Sage University on April 5, 2026, attracting participation from over 200 artists across Madhya Pradesh and neighbouring regions. Participants included singers, composers, lyricists and producers, presenting original work while engaging with mentors through a structured evaluation process.
The initiative combines on-ground activations with digital amplification. The programme leverages social channels, influencer collaborations and targeted media outreach to extend visibility and engagement. This integrated approach positions ‘Havells mYOUsic’ as a scalable content property, with the potential to evolve into a long-term brand IP.
A key differentiator of the initiative is its focus on rights awareness and artist ownership. Recognising the gap in structured mentorship and industry knowledge, shortlisted participants will undergo a bootcamp covering creativity, copyright, publishing and broader industry frameworks. This ensures that artists are not only equipped to create but also to manage and monetise their work.
Mukesh Kumar Jain, vice president, Havells India Ltd., said, "Havells has been committed to enhancing lives, and with Havells mYOUsic, we extend this philosophy to the vibrant world of Indian music, we believe that immense musical talent resides in every corner of our country, often unheard and unrepresented. Havells mYOUsic is our commitment to providing these artists with the direction, exposure, and most importantly, the knowledge and rights to own their craft and build long-term creative futures. It's about empowering individuals to truly say, 'YOU CAN DO MUSIC.'”
Vinit Karnik, managing director, entertainment, sports, partnership and content, said, "Havells mYOUsic embodies a commitment to genuine cultural impact, illustrating how a brand can play a meaningful, long-term role in supporting the music ecosystem. It strategically deploys social channels, influencer collaborations, and targeted media outreach to amplify emerging talent with unparalleled reach. Far more than a fleeting campaign, this initiative establishes the enduring foundation of a music IP focused on empowering artists through ownership, rights awareness, and sustained career pathways. It's a strategic move beyond mere talent discovery, towards robust career development.”
The initiative is expected to expand to additional cities, with further phases aimed at scaling participation and deepening engagement. Performance metrics, including registrations, digital reach and engagement levels, will be shared following the rollout.
Overall, ‘Havells mYOUsic’ demonstrates how brands are increasingly investing in long-term content ecosystems and cultural platforms, using them as vehicles for both engagement and brand building.
