Head of Creative & International Marketing – India & South Asia, Believe
Roochay Shukla is the Head of Creative & International Marketing – India & South Asia at Believe, where he plays a key role in shaping the marketing narratives of some of the country’s most prominent and emerging artists.
With over a decade of experience in the music industry, he has built a reputation for driving culturally relevant, high-impact campaigns that push Indian music beyond domestic boundaries. Among his notable achievements is contributing to the campaign success of “Shaky” by Sanju Rathod, which became the first Marathi track to reach #3 on Spotify India’s Top 50 and enter the Billboard Global 200 (Excl. U.S.), as well as “Ishq Hai” from Mismatched Season 3, which topped Spotify India’s charts and amassed over 300 million+ streams across platforms.
This followed up with him taking the hit single to a global level by recruiting the Dutch powerhouse Armin van Buuren and the 90s R&B icon Craig David to hop on its reimagined version, called ‘Ishq Hai (This is Love)’ that unlocked multiple new territories like The Netherlands, Mexico, Brazil, and many more.
Early Career & Music
A graduate of Berklee College of Music (Valencia) in Global Entertainment & Music Business, Roochay Shukla began his career working across leading global and regional music companies, including Outdustry and Sony Music. During this phase, he developed a strong foundation in international music marketing and audience development, playing an instrumental role in introducing and scaling global artists such as Dua Lipa, Flume, Charli XCX, Lauv, Major Lazer, Diplo, Alan Walker, Jungle, and many more into the Indian market. His work was defined by hyperlocal strategies that bridged global sounds with Indian audiences through innovative collaborations and culturally nuanced storytelling.
Strategic Leadership
At Believe, Roochay Shukla leads with a forward-thinking, artist-first approach to marketing, combining data, culture, and creativity to build scalable success stories. His strategic leadership spans multi-platform campaign design, integrating digital streaming platforms, creator ecosystems, on-ground activations, PR, radio, and television. Known for crafting viral moments and sustained engagement, he focuses on aligning artist identity with audience behaviour, enabling both breakout hits and long-term brand building. His work reflects a deep understanding of how music consumption is evolving in India and how to position artists within that shift.
About The Companies
Believe
Believe is a global artist development company that provides distribution, marketing, and artist development services to independent artists and labels. With a strong presence across India and South Asia, Believe focuses on empowering artists at every stage of their careers through technology, data-driven insights, and local expertise. The company’s model is built around enabling independence while offering the scale and resources required to compete in a global music ecosystem.
‘The Evolution of South Asian Music’ Podcast
The Evolution of South Asian Music is a podcast hosted by music executive Akhila Shankar and marketeer Roochay Shukla exploring how South Asian sound is evolving beyond borders. Each season, released as a new chapter, features in‑person long‑form conversations with international executives, curators, A&Rs and cultural tastemakers engaging with the region. Together they unpack how South Asian music is moving from the margins to the centre of global culture.
Impact & Vision
Roochay’s impact lies in redefining how music marketing is approached in India-moving beyond traditional formats to create integrated, culture-led campaigns that resonate across platforms and geographies. His vision is centred on taking Indian music to global audiences by combining strong storytelling with strategic execution. By championing regional sounds, fostering cross-border collaborations, and leveraging digital ecosystems, he aims to position India as a key player in the global music landscape while enabling artists to build sustainable, internationally relevant careers.
Roochay Shukla is also a huge advocate of the growth of Indian music market is a regular at big stage conferences like All About Music (2019-present), Øyafestivalen (Oslo, Norway in 2019), by:Larm (Oslo, Norway in 2020), Wallifornia Music + Tech (Liege, Belgium in 2025), SXSW Sydney (Sydney, Australia in 2024, 2025).
