In a novel move to connect with Gen Z and millennials audiences, Sony Music India has partnered with Wattpad, to promote the new single, Baatein Karo, by Indian singer and songwriter Vayu Srivastav, the artist behind songs in ‘Tanu weds Manu Returns’ and ‘Shubh Mangal Zyada Saavdhan’. The alliance involved the first-ever lyric-writing contest on Wattpad, where users were invited to re-imagine the lyrics to  Baatein Karo and write their own version of the song.

Working together, Sony Music India and Wattpad created a cross-platform hit for Baatein Karo.  Wattpad users in India and around the world put their own spin on Baatein Karo, with over 350 song entries on Wattpad. The top voted lyrics were recorded into a new fan-made song by Vayu,