This might be the most attention pianist and songwriter Shayan Italia has received since selling shares of his future earnings on eBay in 2007 – which means he was crowdsourcing funds well before it became a rage.

Born in India, Italia has built a little personal story into his piano rendition of the national anthem, which has brought the video (above) over 75 million views already. He has also used the hashtag #IWouldStandForThis to address the debate over standing for the national anthem that raged in India recently.

Also seizing the opportunity for brand-building was Airtel, which got India’s first family of the sarod – father Amjad Ali Khan, and sons Amaan Ali Bangash and Ayaan Ali Bangash – to play their version of Jana Gana Mana.