Badshah Teams Up with The Pokémon Company for New Music Video

Indian rapper Badshah has made waves with his latest single, "Imma Be Your Pokémon", released in collaboration with The Pokémon Company and singer Sharvi Yadav on January 31. The vibrant music video features a 3D rendering of Pikachu, showcasing its playful interaction with the artists.

Music Video Photo by Adriana Hazra

A Colorful Collaboration

The music video kicks off with Badshah catching a Jigglypuff while holding a Nintendo Switch controller. The scene transitions to a vibrant Bollywood-style dance routine featuring Medicham, Grookey, and Quaquaval, along with an energetic crew of dancers. Even Mew and Charizard make cameo appearances, flying over model Sahher Bambba during a segment sung by Yadav.

Badshah's Controversial Past

Badshah is no stranger to the music scene, having worked on numerous Bollywood soundtracks since 2014. However, his lyrics have often sparked controversy due to perceived misogynistic undertones. In the past, he faced backlash for his 2020 track "Genda Phool", where he was accused of plagiarizing a Bengali folk song without proper credit. Feminism in India writer Surmayi Khatana highlighted the influence such artists have on shaping societal behaviors.

Despite past criticisms, Badshah claims he does not support the objectification of women in music. He emphasizes that art is about freedom and creativity.

A Shift Towards Family-Friendly Image

In light of ongoing protests against violence against women in India, Badshah's collaboration with Pokémon may serve as an attempt by Universal Music India to cultivate a more family-friendly image for the artist. This strategy comes in the wake of the widely publicized R.G. Kar Medical College rape case that garnered international attention.

Expanding Pokémon’s Presence in India

Last October, The Pokémon Company introduced a new Indian look for Pikachu during the Pokémon Festivities event. Bollywood stars Genelia Deshmukh and Ritesh Deshmukh were announced as brand ambassadors for the Pokémon Go game in India, marking an effort to connect with local audiences.

Promotional activities have skyrocketed since, with the first Pokémon Run marathon and Pokémon Carnival set to take place in Mumbai from February 27 to March 2. Additionally, the company is introducing Pokémon Mela events in various cities, starting from the successful event in Noida.

Cultural Collaborations

This partnership with Indian artists taps into Pokémon's longstanding connection with local culture. The franchise often encapsulates themes of friendship and sustainability, resonating well with Indian values. Following the launch of “Pikachu in a saree”, there are hints at more creative collaborations on the horizon.

As Pokémon continues its foray into Indian pop culture, fans are hopeful for more engaging content, but they also wonder if the franchise should maintain its commitment to values that resonate with its audience.