Karachi: Coke Studio Pakistan's track "Pasoori," performed by Ali Sethi and Shae Gill, has become the first locally produced Pakistani music video to reach one billion views on YouTube. This milestone marks a significant achievement for Pakistani music on a global scale.

According to The Coca-Cola, "Pasoori," released in February 2022 as part of Coke Studio Pakistan's Season 14, quickly gained international popularity with its blend of Punjabi and Urdu lyrics and a mix of contemporary and traditional folk influences. The track was curated and produced by Xulfi, with contributions from Ali Sethi, Fazal Abbas, Abdullah Siddiqui, and Sherry Khattak. Directed by Kamal Khan, the music video featured cinematography by Ahsan Raza and art direction by Hashim Ali, creating a visually layered experience.

Sami Wahid, General Manager for the Pakistan and Afghanistan Region at The Coca-Cola Company, highlighted the significance of this achievement, noting that Coke Studio has been instrumental in bringing Pakistani music to audiences in over 180 countries. Farhan Qureshi, Google's Cluster Director for Pakistan, the Philippines, Thailand, and Frontier Markets, emphasized YouTube's role in making local culture accessible globally, with "Pasoori" serving as a prime example of this connection.

The song's impact was evident in its performance on Google's 2022 global Year in Search lists and its dominance on the Coke Studio Pakistan YouTube channel, which boasts nearly 18 million subscribers. "Pasoori" also inspired over two million user-generated videos on YouTube Shorts, with 90% of its views coming from international listeners across more than 60 countries.

This landmark achievement underscores Coke Studio Pakistan's mission to elevate local voices and culture on the world stage, celebrating the artists and production teams behind the track and the global fans who have embraced it.