India with a large population of Punjabis is definitely having heads turn due to the aspirational lifestyles of people in the North. Punjab and Delhi are not only famous for food, the but also known to have the highest per capita income and being heavy spenders. Punjab and Punjabis are know for their flamboyance, following latest trends and the culture of everything branded, which has now people striving for more to be able to afford this kind of lifestyle.
The non-Punjabis have to conform to this lifestyle, owing to the “Branded ki Hawa” or the influence of the life and lifestyle of Punjabis around them. The Punjabi singers and rappers have begun to use brands as a part of the lyrics and rhyming them with the girls or the booze or the parties that they talk about. Not only that, they also endorse brands as a part of the video, making the brands the sponsors along with solving the purpose of “show-sha”.
As Mika says, ”Punjabi Dil se he branded hote hain”, which literally means Punjabis are branded at heart. While Gucci and Prada got too much attention due to Honey Singh, Pajero became the birthday celebration car owing to Shaary Maan. Most of the Punjabi singers have lived abroad and have had an exposure of brands, lifestyles and luxury. The NRI population having connections in Canada, Australia and UK have made it easier for bringing back gifts for the desis here opening up a new world of brands for them.
The fan following of all these singers is mostly the Generation X, which is about social media, the raging photo-epidemic and the life of brands. Singer Badshah, makes sure to use 2-3 brands atleast in every video to catch the attention of his young audience while pushing hard the idea of a Punjabi lifestyle and brands in getting a girl you can flaunt. Honey Singh has followed the same trend in his latest video “Makhna”, where in he has used a brand of headphones and Protein powder to showcase in his video.
The One plus phone has been promoted in the video of Guru Randhawa’s latest “Ishare Tere” by the model taking a selfie in the video. With songs being made on Lamborghini, the title and the lyrics have more than just doubled the sales of this car and made sure each and everyone is aware of this brand and model of the vehicle.
Just one track “Wakhra Swag” by Badshah was enough to get the brands Armani, Gucci, BMW, Yamaha, Jimmy Choo, Aldo, Audi rolling all by the massive attention that one video got. The DJ Waley Babu video, endorsed and promoted brands such as Adidas (as seen on Badshah’s hoodie), Tata (the fancy truck driven by Badshah) and BBT (Big boy Toys that provides fancy and sports cars).
This trend was started by Badshah in lieu of cross selling products, brands, videos and Punjabi music and now happens to be the most adopted and successful trend of the music industry.