India’s music label, T-Series’ YouTube channel which primarily telecasts Indian music videos of Bollywood music and Indi-pop and Bollywood film trailers has been awarded Guiness World Records to Chairperson and Managing Director Bhushan Kumar with an official certificate for being the first YouTube channel to have 100 million subscribers. It has 29 sub-channels and uploads several videos daily.
He was awarded by Rishi Nath, adjudicator of Guinness World Records, at a function in Mumbai on Friday.
The 36-year-old Indian music production firm surpassed its major online rival PewDiePie, which has 96 million subscribers
Both the youtube channels were competing neck-and-neck in an intense battle for months. The Swedish YouTuber even released “diss tracks” making fun of T-Series.
“We were never in this tussle to become number one or two with anyone. But all along there were these sarcastic comments from PewDiePie,” Kumar said in an interview to Quartz. “And that’s how we decided to respond to the comments. I launched the #BharatWinsYouTube campaign, seeking more subscriptions from Indians.” The campaign called on Indians to subscribe to the company’s YouTube channel.
His campaign was backed by Bollywood’s most popular musicians like Neha Kakkar and Armaan Malik as well as actors like Rajkummar Rao and Anil Kapoor.
The T-Series audience spans across the United Kingdom, United States, Europe, UAE, Pakistan, Bangladesh, Australia and New Zealand besides India.
Kumar’s team is now working on strengthening T-Series’ digital offerings after winning the YouTube battle, which has emerged as the Mumbai-based company’s biggest revenue source.