Indian singer-songwriter Anumita Nadesan was discovered through her covers of popular Bollywood songs on Instagram Reels, quickly building a strong social media following and drawing the attention of Big Bang Music. Harshit Agarwal (who leads A&R at Big Bang Music) and Raghav Meattle (head of Big Bang Music) explain how they worked with Anumita to capitalise on her social media growth, why the pause on Bollywood productions during the pandemic ended up opening up opportunities for performers like her, how a wave of new apps, notably Moj, quickly filled the void when TikTok was banned in India and helped shine a light on musicians, and where a placement in a Pepsi Black ad marked a new approach to brand marketing in India.