In a heartfelt tribute to love and inclusivity, Ultra Music from Ultra Media & Entertainment Group proudly presents its latest release, Mera Yaar Khara Sona Hai, featuring Seerat Kaur and Aman Singh. This soulful love story marks the International Sign Language Day during Deaf Awareness Week, which centres on this year’s theme, Love and Trust. The song, with vocals by Jay Yadav and lyrics by Sanjeev Chaturvedi, showcases a touching love story that transcends barriers, bringing attention to the importance of mutual understanding and empathy.
This song launch aligns with International Sign Language Day 2024 and Deaf Awareness Week 2024, which aims to encourage a collaborative environment where individuals, organizations, and governments work together to create a more inclusive society. With about 1 in 6 people experiencing hearing loss, and 7 in 10 of those affected being over the age of 70, this figure is projected to rise by 50% over the next 20 years. Raising awareness of hearing loss, need to learn sign language and its challenges has never been more urgent.
Mera Yaar Khara Sona Hai is not just a love story; it’s a reminder that love is a universal language that can be expressed in countless ways regardless of hearing ability. The video beautifully portrays a story of patience, understanding, and trust between the two protagonists, emphasizing the transformative power of compassion in relationships.
Ultra Music is also expanding its regional language offerings, currently focusing on launching language-specific channels in Marathi, Bhojpuri, Bangla, and Gujarati. On the music front, Ultra releases two new Hindi songs every week, providing a steady stream of fresh content. With over 25 music channels on YouTube and a collective reach of 35 million viewers, Ultra is a major player in digital music, amplifying new talent and established artists alike.
Rajat Agrawal, COO, Ultra Media & Entertainment Group shared, “As part of Ultra Media & Entertainment Group’s commitment to inclusive storytelling, this launch underscores our role in creating meaningful content that speaks to diverse audiences. We are committed to providing a platform for emerging talent, allowing new voices to shine across our music channels. At the same time, we are also collaborating with celebrated artists like Sonu Nigam and Neeraj Shridhar to strengthen our lineup and offer a balance of fresh and familiar music experiences for our audience.”
With 89 YouTube channels spanning a variety of languages and genres—from Hindi, Marathi, Bengali, and Gujarati to comedy, cookery, kids-centric, devotional, and superhero content—Ultra has built a global digital footprint, with more than 40million subscribers on YouTube.
