Havells bets on creator economy with mYOUsic, enters branded entertainment space

Consumer electricals major Havells India is expanding beyond its traditional play into branded entertainment with the launch of Havells mYOUsic, a music-focused intellectual property (IP) aimed at discovering and nurturing grassroots talent across India. Developed with WPP Media, the initiative reflects a growing trend of consumer brands building long-term cultural platforms rather than relying only on conventional advertising to drive engagement.

Why are brands building cultural IPs instead of conventional campaigns?

The programme, positioned as a multi-city and multi-year initiative, seeks to identify emerging singers, lyricists, composers and music directors, with a target to produce and launch 25 original songs this calendar year. Beyond talent discovery, the platform is designed around mentorship and rights awareness, reflecting the increasing focus on creator ownership in India’s fast-growing digital content economy.

For Havells, the move is as much a brand strategy as a cultural intervention. As competition intensifies in the fast-moving electrical goods (FMEG) market, companies are looking to build stronger emotional connect and community-led engagement. By entering music—one of India’s largest and fastest-growing entertainment segments—Havells is aligning itself with a young creator ecosystem while extending the brand into lifestyle and culture.

“This is about empowering creators with exposure, guidance and knowledge to own their craft,” Mukesh Kumar Jain, vice president, Havells India, said, describing the initiative as an extension of the company’s broader empowerment-led philosophy.

The programme has already seen traction in its initial rollout. The Delhi leg drew more than 350 entries across on-ground and digital formats, while an audition round in Indore saw participation from over 200 artists from Madhya Pradesh and nearby regions. Additional city activations are expected as the platform scales nationally.

Can creator-led platforms become a new brand-building moat?

Unlike short-format talent contests, Havells is positioning mYOUsic as a more structured ecosystem. Shortlisted participants will undergo bootcamps covering creativity, publishing, copyright and industry frameworks before collaborating on original music output. That focus on artist-owned IP also reflects a broader shift in the music business, where independent creators are increasingly seeking alternatives to traditional label-led pathways.

The initiative also underscores how agencies are evolving from media-buying partners into architects of long-term brand properties. For WPP Media, the collaboration adds to a growing trend where agencies are helping brands create their own cultural assets.

“This goes beyond talent discovery into building sustained career pathways,” said Vinit Karnik, managing director, entertainment, sports, partnership and content at WPP Media.

The launch comes as brands deepen bets on the creator economy through podcasts, gaming, digital communities and entertainment IPs. For Havells, mYOUsic could serve both as a marketing moat and a differentiated brand-building platform.

While performance metrics around digital reach and engagement will be shared post rollout, the strategy is clear: Havells is not just advertising around culture, but seeking to participate in creating it.