In a bold move to redefine regional entertainment, o5ive is emerging as a fresh, disruptive force in Gujarati music and films. Founded by 25-year-old Malaya Bakshi, o5ive represents a new wave of talent determined to change how Gujarati music is perceived, both in India and globally.

Coming from a musical family and having worked with industry giants like T-Series and MTV, Malaya blends industry exposure with strong Gujarati roots and an experimental mindset.

Their recent release, Swag Wali Shaadi, is a Gujarati wedding song like never before. It reimagines the traditional Gujarati wedding songs, popularly known as “fataana,” by fusing rhetorical, sarcastic wedding couplets with a global soundscape of Moombahton. Created alongside composer Teenu Arora and singers Chetan Fefar and Pooja Dave, the track brings generational culture into a stylised, contemporary soundscape.

True to its disruptive spirit, o5ive promoted the song by gate-crashing a real wedding, making attendees listen to Swag Wali Shaadi. The campaign alone crossed 60,000 streams across major streaming platforms, while being a newly launched channel.

Continuing its innovative streak, o5ive’s Mahashivratri-Special release Bhaju Bhaju, sung by Darshan Budheliya and composed by Kashi Kashyap, is a fusion devotional track that proves spiritual music can be modern, gritty, and trance-inducing.

Talking about o5ive Malaya said, “At o5ive, what we make is not just music, we are building a movement. I want Gujarati music to feel proud of its roots, yet fearless in experimentation. The vision is to make Gujarati sound sonically rich, culturally powerful and globally sought after. We are here to shape the future of Gujarati music, one which will make our sound the global mainstream.”