Popular rapper Naezy and actor/singer Ayushmann Khurrana have collaborated with deodorant brand, Axe, along with Arré and Mindshare for a new song called Ab Teri Baari.
The collaboration song is a strong call to action for Indian guys to stop worrying about the rules of society and the dreaded ‘Log kya kahenge’ and focus on finding what makes them unique instead. Built around Axe’s brand purpose of inspiring guys to express their individuality and becoming their most attractive selves, the song mirrors the brand’s communication platform of ‘Make Your Own Rules’.
Khurrana said, “If you look at my career choices, I have always fought labelling. I have tried, in my own way, to create a path for myself and not walk on the path that I was told to walk on. Yes, it was tougher to create my own identity but today, looking back at my journey, it was necessary and definitely worth it. As soon as I heard the concept of Ab Teri Baari, I immediately wanted to collaborate because it appealed to me strongly. The song reflects how I have lived my life and my own career choices that challenged conformism. The song demolishes stereotypes and calls out for inclusivity that this society so desperately needs.”
Naezy commented on the song “This anthem is something that would resonate with every individual. We have all been stereotyped at one point in time. So, this anthem is dedicated to everyone who is trying to make their life on their own terms.”