Composer and content creator Yashraj Mukhate has evolved from a breakout meme figure into one of India’s most in demand sonic partners for brands. Today, the Yashraj Mukhate sonic creator for brands role spans more than 50 campaigns across sectors, positioning him as a go to collaborator for advertisers seeking memorable audio cues.

Mukhate first gained widespread recognition with viral remixes such as the Rasode Mein Kaun Tha clip, but his work has since expanded into a steady stream of commissioned jingles and branded tracks. His client list now includes Tic Tac, Paytm, Britannia, Lotte, Dream11, Cadbury and Netflix, among others.

He told exchange4media that he began making jingles in 2019, and demand increased once brands saw his ability to turn everyday sounds into hooks that stick. He has long followed the work of composers such as Amit Trivedi and A R Rahman and notes that many of his influences started in advertising before moving into films.

For Mukhate, the challenge and appeal of jingles lie in telling a story within a short span while thinking about brand identity and audience expectations.

On Instagram, he has 2.5 million followers, averaging 67,300 likes, 258 comments and close to 1 million reel views per post. His estimated reach is 531,000 users with an engagement rate of 2.61 percent. On YouTube, he has 5.2 million subscribers, 143 videos and average engagement of 91,000 likes and 872,600 views per upload.

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Most of his content falls under arts and entertainment, followed by music driven entertainment, comedy and movies. Secondary clusters such as cricket, technology, food, politics and automobiles contribute between 5 and 10 percent of his content mix.

His audience is heavily concentrated in Mumbai, which accounts for 19.84 percent of his viewership. Maharashtra contributes 39.81 percent, and India as a whole represents 91.42 percent of his base. The demographic is predominantly male at 58.96 percent, with the 25 to 34 age group making up 49.44 percent. His credibility score of 91.64 percent positions him as a high trust creator for brands.

For Lotte’s Pepero launch in India, he created the anthem We Are All Peperos, released in August 2025 and aimed at Gen Z. For Britannia, he composed the Chai Kha Lo Good Day Dooba Lo anthem, turning a chai seller chant into a brand cue. Tic Tac has worked with him on multiple campaigns, including Refresh Your Vibe, which invited users to complete a track and upload their versions for rewards and a music release.

His portfolio spans fast moving consumer goods, streaming platforms, fintech, confectionery and sports. Work includes Tic Tac campaigns such as Refresh Your Vibe and TicTacLife, Lotte India’s Pepero launch, Dream11’s IPL 2020 jingle, Cadbury’s wrapper melody, a remix linked to Indian Matchmaking for Netflix and a Paytm piece built on the Kokilaben clip.

Mukhate points out that many brands are remembered primarily because of their sounds, citing examples such as jingle work for Maggi, Britannia, Nescafe, Hello Honey Bunny and DoCoMo. He believes brands understand that sonic identity and music are central to registering their presence in people’s minds.

He adds that his digital identity, built around musical content, makes the brand creator fit natural. Most collaborations involve creating jingles that sit on his social channels so audiences can discover, share and remix them. For him, music mixed with comedy remains one of the strongest storytelling tools in the digital environment.

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