Delhi: Sharief Bhai, a brand from the house of Curefoods launched a hip hop song– ‘Sharief Bhai aur Chaalis Store’ in collaboration with Pasha Bhai. The Dakhni rapper, along with Sharief Bhai, has brought a fusion of culinary and music to celebrate Biriyani, the flavourful rice dish.
The hip-hop song celebrates the achievement in the brand’s growth, opening its 40th restaurant in the country, in Madurai. The song also captures the spirit of the Dakhini subculture and Sharief Bhai’s culinary journey.
The goal of this campaign, called ‘Sharief Bhai aur Chaalis Store’, is to engage the Dakhini community while celebrating the brand’s culinary history. The music video is also released along with the song on YouTube.
Gokul Kandhi, Chief Business Officer, Curefoods, expressed his enthusiasm and said, “The opening of our 40th restaurant is a testament to the love and support from our customers. The ‘Sharief Bhai aur Chaalis Store’ anthem embodies our commitment to celebrating the Dakhini subculture and the food. The hip-hop song is a representation of the Dakhni attitude as it stands today in its inimitable dialect and memorable humour. This milestone is just the beginning, and we look forward to many more successful endeavours ahead.”
Pasha Bhai, the Dakhini rapper, shared his excitement about the collaboration, saying, “Working with Sharief Bhai on this project has been an incredible journey. The hip-hop banger we’ve created celebrates the brand’s achievements and pays homage to the rich cultural heritage of Dakhini food. It’s an honour to be part of such a unique initiative, and I believe this campaign will resonate deeply with all the biriyani lovers.”
As part of the campaign, Sharief Bhai is also partnering exclusively with other Dakhini influencers and content creators.
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