The Indian Music Charts Podcast

How An OTT Show Generated A No.1 Hit ft. Shilpa Sharda

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Episode notes

It’s rare for a song from a web series to generate a hit of the same magnitude as a Bollywood or major label release. With “Ishq Hai”, the focus track from the third season of the Netflix show Mismatched nearing the top spot, we got Shilpa Sharda, director, Artist Services & Development at Believe, which marketed the music of the series, to tell us about how their unique campaign for the tune helped turn it into a smash. As always, we look at the key movements on the Spotify Weekly Top Songs India chart, this time for the survey published on January 3, 2025.

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Shout out to Soham Sengupta who helped us edit this episode! To our fans who helped us with feedback, thank you!