Latest news with #EmiwayBantai
Campaign ME
10 hours ago
- Business
- Campaign ME
What D&AD's first creator content jury reveals
This year, D&AD introduced its first-ever Creator Content category – spotlighting work where creators weren't just amplifiers, but active cultural collaborators. It felt timely. It felt necessary. And it felt personal. I had the privilege of serving on this inaugural jury as the only representative from the region. As we judged more than 140 entries, one thing became clear: the word 'creator' has evolved. The best work didn't just feature creators – it was shaped by them. From meme accounts with cult followings to indigenous influencers preserving endangered cultures, this year's winners proved that influence today comes in many forms – and from many unexpected places. Rede fi ning content creator If there was one consistent thread in the jury room, it was this: the definition of 'creator' has outgrown its roots in follower count and amplification. In the strongest work, creators showed up as architects – of meaning, of culture, of experience. These were not just people with followers – they were communities, meme accounts, collectives, and even non-humans. In The Gravy Race – a clever, highly-awarded campaign this year, Sheba built an entire entertainment property around internet-famous cats. In Into the Aldiverse – a beautiful campaign by ALDI gaming, the creators weren't individuals, but a collective where partnering with an anime studio in Japan, the brand showed us how co-creation can extend into entire worlds. From individuals with unique POVs to cultural collectives and meme machines, creators are being redefined – not by format or following, but by the role they play in shaping attention and emotion. What makes work win Across all the work, three things stood out: 1. Simplicity wins: This year's graphite pencil winner and jury favourite, Handwash Legend by Savlon India, transformed a single hip hop gesture into a national hygiene movement. By remixing Emiway Bantai's iconic 'hand rub' into a handwashing anthem, the campaign blurred the lines between music, meme, and message. It was simple, sticky, and smart – and a reminder that when brands co-create with cultural figures, even a hygiene habit can go viral. 2. Speed matters: Another standout was the Blurred Unboxing by Colombian snack brand Ramo. It began with a TikTok creator cheekily blurring out a brand logo; within 24 hours, the brand responded with a custom, pixelated package that was sent to the creator, sparking a viral moment that was awarded D&AD's yellow pencil this year. In a world where culture moves at the speed of social – this campaign is a masterclass in listening, agility, and the impact of a simple, real-time gesture. 3. Take it further: Some of the most impactful work also moved beyond the feed and into the real world. Amazon's Money Can't Buy Experiences, a wood pencil winner, reframed creators as experience designers, co-creating events that felt personal, not promotional. In an age of digital fatigue, this campaign was a reminder that true influence isn't confined to screens and taking co-creation further gave the campaign weight-and longevity. Quick note to the region: How to 'win in creator content' On a personal note, I was thrilled to see Dubai represented in the Safe at 3AM campaign. It was sharp, relevant, and executed with insight – live streaming a runner through the city to tackle global perceptions around safety. While it didn't make the shortlist at D&AD, it deserves recognition. Perhaps it's a reflection of where the bar now sits: strong insight and elegant execution are a starting point. But to win in creator content, ideas need to go further – beyond narrative into participation, experience, and depth. There's no shortage of creative talent or storytelling in the region. According to We Are Social's latest Global Digital Report, influencer marketing continues to grow rapidly across MENA with influencer advertising spending up 12.5 per cent (YOY) and 13.7 per cent (YOY) in 2025, for the UAE and KSA respectively. The challenge – and the opportunity – is to take what's working and stretch it. Final takeaway: Stop chasing in fl uence. Start building culture The creator content category is growing up. Creators are no longer just channels. They're collectives, studios, and custodians of identity. The brands that win, will be ones that let a creator's perspective shape the work – not just promote it. With campaigns that are rooted in culture, built for longevity, and extend beyond the screen. And the next generation of pencils? They'll be awarded to brands that stop chasing followers and start building worlds. By Akanksha Goel, Founder & CEO, Socialize / We Are Social
India Today
5 days ago
- Entertainment
- India Today
Emiway Bantai gets death threat days after Moosewala tribute
Three years after Sidhu Moosewala's assassination, rapper Emiway Bantai receives a chilling threat and ₹1 crore ransom after posting a tribute. Is this the gang's latest target? #SidhuMoosewala #EmiwayBantai #GoldyBrar #GangThreat #PunjabiMusic #IndiaNews #MusicIndustry #MoosewalaTribute
Time of India
6 days ago
- Entertainment
- Time of India
Emiway Bantai faces death threats and a ₹1 crore ransom demand from the Lawrence Bishnoi gang after his tribute to Sidhu Moose Wala
May 29, 2025, marks Sidhu Moosewala's third death anniversary. Ahead of the same, popular rapper Muhammad Bilal Shaikh, famous by the stage name Emiway Bantai, released a tribute song for the late singer. Following the same, reportedly, Emiway Bantai has received a death threat with a ransom demand of ₹1 crore. According to a Hindustan Times report, officials have said that the threat has come from Goldy Brar, a Canada-based infamous gangster, associated closely with the Lawrence Bishnoi Gang. These are the same names that are involved in the merciless killing of Sidhu Moose Wala . The report further states that the threat message also mentioned the name of US-based Rohit Godara, who is another close member of the said gang. Emiway Bantai received a death threat on his company's number The message was recieved on May 25, on the mobile number registered with Emmiway's company, Bantai Records. 'I am gangster Goldy Brar. Your singer has 24 hours. I want ₹1 crore or else I will kill him,' read the message. Following the threat, on early Tuesday, Emmiway, through an employee of his company, filed a complaint at the NRI Coastal police station. The said employee is the same person who spotted the message. The NRI Coastal police have filed a complaint against an unknown individual for extortion, following the relevant sections of the Bhartiya Nyaya Sanhita. Officers are currently looking into the situation and working to determine the identity of the person who transmitted the message. Who is Emiway Bantai? For the unversed, Emiway Bantai is an influential figure, a prolific artist in Indian hip-hop, who began his career in 2013. In his more than a decade-long career, he gave many songs, but it was his viral track 'Machayenge' in 2019, which worked as his ticket to fame. He is also known for his Hindi rap and collaborations with international stars. On the personal front, Emiway Bantai got married in January this year to Punjabi model-actress Swaalina. The couple kept their relationship under the wraps before tying the knot and once they sealed it with the ring, they posted their endearing pictures of the social media. Check out our list of the latest Hindi , English , Tamil , Telugu , Malayalam , and Kannada movies . Don't miss our picks for the best Hindi movies , best Tamil movies, and best Telugu films .
India Today
7 days ago
- Entertainment
- India Today
Rapper Emiway Bantai receives death threat after Sidhu Moosewala tribute song
Rapper Muhammad Bilal Shaikh, popularly known as Emiway Bantai, has reportedly received a death threat from an individual claiming to be Goldy Brar, a Canada-based gangster and close associate of gangster Lawrence Bishnoi. The threatening message, which also demanded a ransom of Rs 1 crore, was sent on May 25 to a mobile number registered with Bantai's music label, Bantai to police sources, the message also mentioned Rohit Godara, another close aide of the gang, who is said to be residing in the United States. Following the threat, Emiway Bantai, a resident of Nerul in Navi Mumbai, filed a complaint through a staff member at the NRI Police threat came just days after the rapper released a musical tribute to the late singer Sidhu Moosewala. Speaking about the track, Bantai said, "Sidhu Moosewala is more than just an artist. He's a movement. His voice, his message, and his spirit continue to inspire me and many others every day. This tribute is my way of showing love and respect to someone who changed the game in his own way. Sidhu and I had actually discussed collaborating. This song is my way of turning that dream into a reality." View this post on Instagram A post shared by Emiway Bantai (@emiwaybantai) As of now, the suspect remains at large. The police are actively tracing the origin of the message and the number from which it was sent.
Hindustan Times
28-05-2025
- Entertainment
- Hindustan Times
Rapper Emiway Bantai receives ₹1 cr ransom call from ‘Goldy Brar'
NAVI MUMBAI: Popular rapper Muhammad Bilal Shaikh, better known by his stage name Emiway Bantai, has received a death threat with a ransom demand of ₹1 crore from a person who identified himself as Goldy Brar, a Canada-based close associate of incarcerated gangster Lawrence Bishnoi, according to the police. The threat message sent to the rapper also mentioned the name of US-based Rohit Godara, another close associate of the gangster, officers said. A mobile number registered with Shaikh's company Bantai Records received the message on May 25. The rapper, who lives in Nerul, filed a complaint at the NRI Coastal police station early Tuesday through an employee of Bantai Records who spotted the message. The message stated, 'I am gangster Goldy Brar. Your singer has 24 hours. I want ₹1 crore or else I will kill him.' Coincidentally, Shaikh released a song titled Tribute to Sidhu Moose Wala on May 26, almost exactly three years after the popular Punjabi rapper was gunned down by unidentified assailants in his hometown of Mansa. The police later claimed Bishnoi, who has been in jail since 2014, was the mastermind behind the killing, for which Brar also claimed responsibility. The NRI Coastal police have registered a case against an unidentified person under sections of the Bhartiya Nyaya Sanhita related to extortion. They are investigating the matter and trying to ascertain the identity of the person who sent the message, officers said. HT tried contacting Shaikh, but the calls went unanswered. Who is Emiway Bantai? Widely recognised as one of Indian hip-hop's biggest success stories, Emiway Bantai is also one of the scene's most contentious and divisive voices. The Bengaluru-born, Mumbai-raised rapper—whose real name is Muhammad Bilal Shaikh—made his debut in 2013 with the English rap song Glint Lock. But on his father's advice, he shifted focus to rapping in Hindi, finding early underground success with 2014 single Aur Bantai. The prolific rapper has kept up a steady stream of releases, finally breaking through into the mainstream with 2019's party-rap cut Machayenge, which went viral on the now-banned TikTok and racked up over 228 million views on YouTube. Collaborations with international stars—including Macklemore, Snoop Dogg, Lazarus, and Jamaican cricketer Chris Gayle—followed. With 21.8 million followers on YouTube, and over three billion views, Emiway—who launched his own label Bantai Records in 2021—has now established himself as one of India's biggest independent music stars. Emiway's rise to the top has also been characterised by conflicts with other rappers, notably a beef with former collaborator Raftaar in 2018 that saw the two exchange a furious flurry of diss tracks, generating intense social media buzz in the process. He's also feuded with rappers such as Divine, MC Stan, King and Muhfaad, though his most enduring and divisive beef has been with New Delhi rapper KR$NA.
