Case study · 2026
God's Favorite
Jordan Sandhu ft. Sultaan · from God's Favorite · Warner Music India · 12 July 2026
1,00,237
reels made to the sound
Instagram · Source: the sound page, per Immortal Vibes' published creative
Our part: We seeded the sound with a first wave of creators before release, then widened to a second wave once the trend had a shape.
Context
God's Favorite is the title track of Jordan Sandhu's 2026 album, released on 12 July 2026 through Warner Music India. Written and composed by Kaptaan, with music by Avvy Sra and a feature from Sultaan, it sits fourth on a twelve-track record.
Challenge
A strong hook on a twelve-track album, and no reason yet for creators to pick it up in week one.
Plan
An album release splits attention twelve ways, so the title track needed a moment of its own. We chose the hook early, picked creators by the format we wanted the trend to take, and sent every one of them to a single sound page so the count would add up in one place. The first wave was there to set the format; the second, wider wave was booked only once we could see which version people were copying.
Phases
- Before release
Format-setters
A first wave of creators briefed on the hook and the format, all pointed at one sound page.
- Release week
The album lands
God's Favorite released on 12 July 2026 with the rest of the album; the official video went up on Jordan Sandhu's channel the same day.
- Weeks after
Second wave
A wider wave of creators, booked once the trend had a shape, copying and remixing the version that was working.
Outcome
The sound passed 1,00,237 reels on Instagram. The official video has passed 40 million views on YouTube.
What we learned
A trend has a shape before it has a size. If we'd booked the big second wave on day one, we'd have paid for a hundred different ideas. Waiting a few days to see which one people copied is what made the count add up.