Free Fire

Headlights - Udta Jaaye

Client

Free Fire

Project

Production

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Song Production

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New media

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Documentary

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Brief & Insight

With the Free Fire MAX universe expanding and its community craving newer ways to connect, there was an opportunity to drop more than just an update — we needed an emotion, an anthem. Enter Headlights – Udta Jaaye, a powerful collaboration featuring DJ Alok, KR$NA, and Rashmeet Kaur. The goal was to create a sonic identity that captured the energy, unpredictability, and sheer thrill of Free Fire gameplay — something that wouldn't just live in the game, but in the headphones, Reels, and hearts of its players.

Our Approach

We decided to fuse Alok’s signature electronic beats with the raw lyrical power of KR$NA and the unmistakable vibe of Rashmeet Kaur. The track had to transcend gaming — it had to feel like a banger you’d add to your playlist even if you’d never played a minute of Free Fire. Visually, the music video leaned into a stylized, high-octane world that blurred the lines between gameplay and reality — a cinematic mirror of the in-game intensity. By collaborating with music creators who themselves have massive street cred and youth pull, we ensured the track would organically find its way into reels, rap battles, and playlists. The release was timed around peak engagement, leveraging both the in-game buzz and social media synergy.

Key Results

Within 48 hours of launch, Headlights – Udta Jaaye crossed 5.4 million YouTube views organically, trending across platforms and becoming a go-to soundtrack for gamer content creators. On streaming platforms like Spotify and SoundCloud, the track saw an immediate surge in listens, with fan edits, dance reels, and reaction videos flooding TikTok and Instagram. More than just an anthem, the track turned into a cultural drop — with the Free Fire community wearing it like a badge of honour.

Brief & Insight

With the Free Fire MAX universe expanding and its community craving newer ways to connect, there was an opportunity to drop more than just an update — we needed an emotion, an anthem. Enter Headlights – Udta Jaaye, a powerful collaboration featuring DJ Alok, KR$NA, and Rashmeet Kaur. The goal was to create a sonic identity that captured the energy, unpredictability, and sheer thrill of Free Fire gameplay — something that wouldn't just live in the game, but in the headphones, Reels, and hearts of its players.

Our Approach

We decided to fuse Alok’s signature electronic beats with the raw lyrical power of KR$NA and the unmistakable vibe of Rashmeet Kaur. The track had to transcend gaming — it had to feel like a banger you’d add to your playlist even if you’d never played a minute of Free Fire. Visually, the music video leaned into a stylized, high-octane world that blurred the lines between gameplay and reality — a cinematic mirror of the in-game intensity. By collaborating with music creators who themselves have massive street cred and youth pull, we ensured the track would organically find its way into reels, rap battles, and playlists. The release was timed around peak engagement, leveraging both the in-game buzz and social media synergy.

Key Results

Within 48 hours of launch, Headlights – Udta Jaaye crossed 5.4 million YouTube views organically, trending across platforms and becoming a go-to soundtrack for gamer content creators. On streaming platforms like Spotify and SoundCloud, the track saw an immediate surge in listens, with fan edits, dance reels, and reaction videos flooding TikTok and Instagram. More than just an anthem, the track turned into a cultural drop — with the Free Fire community wearing it like a badge of honour.

Brief & Insight

With the Free Fire MAX universe expanding and its community craving newer ways to connect, there was an opportunity to drop more than just an update — we needed an emotion, an anthem. Enter Headlights – Udta Jaaye, a powerful collaboration featuring DJ Alok, KR$NA, and Rashmeet Kaur. The goal was to create a sonic identity that captured the energy, unpredictability, and sheer thrill of Free Fire gameplay — something that wouldn't just live in the game, but in the headphones, Reels, and hearts of its players.

Our Approach

We decided to fuse Alok’s signature electronic beats with the raw lyrical power of KR$NA and the unmistakable vibe of Rashmeet Kaur. The track had to transcend gaming — it had to feel like a banger you’d add to your playlist even if you’d never played a minute of Free Fire. Visually, the music video leaned into a stylized, high-octane world that blurred the lines between gameplay and reality — a cinematic mirror of the in-game intensity. By collaborating with music creators who themselves have massive street cred and youth pull, we ensured the track would organically find its way into reels, rap battles, and playlists. The release was timed around peak engagement, leveraging both the in-game buzz and social media synergy.

Key Results

Within 48 hours of launch, Headlights – Udta Jaaye crossed 5.4 million YouTube views organically, trending across platforms and becoming a go-to soundtrack for gamer content creators. On streaming platforms like Spotify and SoundCloud, the track saw an immediate surge in listens, with fan edits, dance reels, and reaction videos flooding TikTok and Instagram. More than just an anthem, the track turned into a cultural drop — with the Free Fire community wearing it like a badge of honour.

Brief & Insight

With the Free Fire MAX universe expanding and its community craving newer ways to connect, there was an opportunity to drop more than just an update — we needed an emotion, an anthem. Enter Headlights – Udta Jaaye, a powerful collaboration featuring DJ Alok, KR$NA, and Rashmeet Kaur. The goal was to create a sonic identity that captured the energy, unpredictability, and sheer thrill of Free Fire gameplay — something that wouldn't just live in the game, but in the headphones, Reels, and hearts of its players.

Our Approach

We decided to fuse Alok’s signature electronic beats with the raw lyrical power of KR$NA and the unmistakable vibe of Rashmeet Kaur. The track had to transcend gaming — it had to feel like a banger you’d add to your playlist even if you’d never played a minute of Free Fire. Visually, the music video leaned into a stylized, high-octane world that blurred the lines between gameplay and reality — a cinematic mirror of the in-game intensity. By collaborating with music creators who themselves have massive street cred and youth pull, we ensured the track would organically find its way into reels, rap battles, and playlists. The release was timed around peak engagement, leveraging both the in-game buzz and social media synergy.

Key Results

Within 48 hours of launch, Headlights – Udta Jaaye crossed 5.4 million YouTube views organically, trending across platforms and becoming a go-to soundtrack for gamer content creators. On streaming platforms like Spotify and SoundCloud, the track saw an immediate surge in listens, with fan edits, dance reels, and reaction videos flooding TikTok and Instagram. More than just an anthem, the track turned into a cultural drop — with the Free Fire community wearing it like a badge of honour.

Brief & Insight

With the Free Fire MAX universe expanding and its community craving newer ways to connect, there was an opportunity to drop more than just an update — we needed an emotion, an anthem. Enter Headlights – Udta Jaaye, a powerful collaboration featuring DJ Alok, KR$NA, and Rashmeet Kaur. The goal was to create a sonic identity that captured the energy, unpredictability, and sheer thrill of Free Fire gameplay — something that wouldn't just live in the game, but in the headphones, Reels, and hearts of its players.

Our Approach

We decided to fuse Alok’s signature electronic beats with the raw lyrical power of KR$NA and the unmistakable vibe of Rashmeet Kaur. The track had to transcend gaming — it had to feel like a banger you’d add to your playlist even if you’d never played a minute of Free Fire. Visually, the music video leaned into a stylized, high-octane world that blurred the lines between gameplay and reality — a cinematic mirror of the in-game intensity. By collaborating with music creators who themselves have massive street cred and youth pull, we ensured the track would organically find its way into reels, rap battles, and playlists. The release was timed around peak engagement, leveraging both the in-game buzz and social media synergy.

Key Results

Within 48 hours of launch, Headlights – Udta Jaaye crossed 5.4 million YouTube views organically, trending across platforms and becoming a go-to soundtrack for gamer content creators. On streaming platforms like Spotify and SoundCloud, the track saw an immediate surge in listens, with fan edits, dance reels, and reaction videos flooding TikTok and Instagram. More than just an anthem, the track turned into a cultural drop — with the Free Fire community wearing it like a badge of honour.

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