With an all-new campaign, Josh, India’s fastest-growing and most engaged short-video app, is giving a digital avatar to India’s all-time favourite musical game, Antakshari.

Josh’s #LetsPlayAntakshari campaign aims to give users a chance to showcase their musical talent by taking part in the three-week-long fun and engaging event.

Following a successful run in 2021, this year’s #LetsPlayAntakshari campaign features three new themes throughout the event, allowing users to discover new artists and songs. The campaign began on December 2 and will run until December 26.

As per a company press release, in the first week of the campaign, the theme was current trends, and users could sing any original or cover of currently popular songs. Adding an exciting twist to the theme, users in North India got to choose trendy songs with words like ‘Dil,’ ‘Disco,’ and ‘Dance,’ among others, while users in South India had to choose a song sung by renowned musicians like A.R. Rahman, Hariharan, K.S.Chitra, and KJ Yesudas, among others.

The second week featured a ‘Mood’ theme in which participants could sing any song based on their mood of the day, such as happy, sad, excited, or heartbroken.

To pay homage to the golden era of music, Josh has partnered with Yash Raj Films (YRF) for the third week of the campaign, which is themed ‘Music Era of the 1990s to 2K’. Here, participants will be provided with letters for each day such as ‘Na’, ‘Sa’, and ‘Ga’ among others and they can pick any song from the relevant period that begins with the same letter.

All of the songs beginning with ‘Na,’ ‘Sa,’ and ‘Ga’ were selected from YRF‘s audio library on Josh, which has over 3K songs available to users. Josh worked on the campaign with Red FM, 9XM, Qyuki, Anand Audio, and Jazz Music & Studio.

Let’sPlayAntakshari will be available in five languages: Hindi, Tamil, Telugu, Kannada, and Malayalam.

This year’s event also allows participants to upload original compositions and participate in Live Rooms to socialize with other artists. Antakshari filters have also been created to allow users to record and share music via the app.

The campaign included Josh creators Eshan Masih and Rugees Vini. Popular Josh music creators such as Fasil LJ, Kabuki Khanna and Anurag Chatterjee also took part in the campaign.

Speaking on the campaign, Head of Creator and Content Ecosystem, Sunder Venketraman, said, “At Josh, we are committed to providing engaging experiences to our ecosystem of over 1000 best creators and over 163 million monthly active users. Time and again our user community as well as the creator community has demonstrated their varied talents and with the #Let’sPlayAntakshari campaign, we are providing them with an opportunity to showcase their musical skills. The three-week-long campaign will enable the community to come together to share, enjoy and discover good music.”