VIRAL MUSIC
Netflix’s Mismatched Fandom Reaches Newer Heights
Elevating an OTT Soundtrack to #1 on Spotify India and Global Viral Charts in 2024
Elevating an OTT Soundtrack to #1 on Spotify India and Global Viral Charts in 2024
Redefining the Marketing Playbook for OTT Soundtracks
‘Ishq Hai’ – one of the songs from the soundtrack of Netflix’s hit web series Mismatched: Season 3 landed on the #1 on Spotify India Top 50 and Spotify’s Global Viral 50 Top 50 charts in just about three weeks.
This milestone reinforces the fandom for the Mismatched franchise and its music and exemplifies Believe’s innovative approach to music marketing, blending digital strategy, pop culture relevance, and fan engagement.
All 3 seasons of “Mismatched” have become cultural phenomena among Gen Z, celebrated for its vibrant young storyline and its beloved cast,” shared Shilpa Sharada, Director of Believe Artist Services – India & South Asia.
“In the past, the series gained immense love for its music, and this season, our partnership with Netflix took that legacy to new heights. With a focused strategy on developing the series’ music and creating groundbreaking music marketing opportunities, we proudly celebrate a historic milestone: Mismatched’s music not only topped charts as the first OTT series to reach No. 1 in India but also went global, landing on Spotify’s Viral 50 worldwide as well as in some of the top South Asian markets like Pakistan, UAE, Singapore, Canada and climbing up in many more at the moment,” added Sharada.
on Spotify’s Viral 50 worldwide. Artists (from L-R): Madhubanti Bagchi, Anurag Saikia, Varun Jain. Newswire by Music Press Asia]
Strategic Launch and Fan-Centric Events
The campaign began with the music launch event, where the star cast and musical performers introduced the soundtrack to an exclusive group of superfans. This curated fan experience featured live performances, a Q&A session, and interactive activities that fostered excitement among attendees. These initiatives effectively leveraged the star cast’s superfandom to build early momentum for the music.
While Netflix actively promoted the series, Believe India added another layer to the campaign with strategic digital and experiential activations. Highlights included a collaboration with Oliver Cronin to push ‘Ishq Hai’, a performance by Anoushka Maskey for ‘Zamaan’ and Danish Sood for ‘Wingman’ at the Jai Hind College’s ‘Talaash’ festival, and a lifestyle brand partnership for the artist Danish Sood to promote ‘Wingman’.
“This wasn’t just about a song release—it was about creating a community,” said Shilpa. “By combining digital activations with on-ground experiences, we ensured superfans felt deeply connected to both the music and the series.”
Music Press Asia]
Digital Innovation and Pop Culture Relevance
A key driver of the soundtrack’s success was its digital-first approach. The music was released on Ishtar, Believe’s catalogue channel, accompanied by targeted ad campaigns on YouTube and Spotify. These ads converted the engagement into pure organic traction, boosting visibility among the right audiences.
To further resonate with younger demographics, the campaign tapped into pop culture with creative activations via memes, mashups, and collaborations with digital influencers ensured the music stayed relevant in daily conversations. The star cast and musical talents also played a pivotal role by sharing the music across their social channels, creating a ripple effect of organic promotion.
“As a Composer, my goal is to offer my best to my listeners,” said Anurag Saikia, the main man behind the composition of the hit single ‘Ishq Hai’. “The warm response to our song ‘Ishq Hai’ has truly humbled me and inspired me to continue pursuing what I love. Seeing the song connect across generations and break through norms feels like a genuine blessing, for which I am deeply grateful.”
A Blueprint for Success
‘Ishq Hai’ rose from #75 on Spotify India’s Top 100 to the #1 position in India in the span of two weeks, demonstrating the power of an integrated marketing strategy by blending digital innovation, pop culture, and on-ground fan engagement, Believe India redefined how OTT soundtracks are marketed.
“With this soundtrack, we’re proud to become one of the first to break a web series soundtrack coming from an OTT all the way to #1,” concluded Shilpa.
to an exclusive group of superfans. Cast (from L-R): Akshat Singh, Garima Yajnik, Anoushka Maskey, Lauren Robinson,
Vidya Malavade, Abhinav Sharma, Ahsaas Channa, Taaruk Raina, Prajakta Koli, Rohit Saraf. Newswire by Music Press Asia]
A Lasting Cultural Impact
The Mismatched soundtrack is more than just a collection of songs—it’s a testament to the power of collaboration, creativity, and connection. Its journey from an OTT series release to a global chart-topper has set a new standard for the industry, highlighting how music can transcend platforms to create cultural milestones.
As Believe India continues to push boundaries, this achievement reinforces its position as a leader in music marketing, paving the way for future innovations in the OTT space.
Listen to ‘Ishq Hai’ on Spotify, here.
Watch the music video on YouTube, here.
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