Introduction

In just two weeks, Sapphire, Ed Sheeran’s latest single, has done what few international songs manage to do: dominate India’s music charts. Featuring uncredited vocals by Indian superstar Arijit Singh, the track has soared to the number one spot on Spotify India, marking the first English-language song to claim the position since The Kid Laroi and Justin Bieber’s Stay in 2021.

But Sapphire hasn’t stopped there. It is currently the most-streamed track on Apple Music and Amazon Prime Music India, and a rare international number one on JioSaavn, where local language songs almost always reign supreme. The music video is among YouTube India’s top five, with ten of Sheeran’s top fifteen streaming cities now located in the country.

A Local Approach to a Global Hit

Jay Mehta, Managing Director of Warner Music India, attributes the song’s runaway success to a unique strategy: marketing the track like an Indian release, not a foreign import.

“While the language is English, it has such a strong influence from here,” Mehta says. “We’ve promoted it the way Indian artists are – by creating content across cities and emotionally engaging fans.”

And Ed Sheeran has done exactly that — making India not just a market, but a key collaborator in his musical journey.

Cultural Immersion and Personal Connection

The groundwork for Sapphire’s success was laid in March 2024, when Sheeran played a sold-out show to over 50,000 fans in Mumbai. During that visit, he didn’t just perform — he immersed himself in Indian culture:

• Sharing the stage with Diljit Dosanjh and Armaan Malik

• Playing cricket with Shubman Gill

• Chatting with Rohit Sharma on the podcast Breakfast with Champions

• Appearing on The Kapil Sharma Show

• And dining with Shah Rukh Khan, reportedly downing 11 butter chickens along the way

He returned in February 2025 for a six-city India tour, deepening his connection further. He:

• Took a sitar lesson

• Sang with Shilpa Rao in Bengaluru (until police stopped his impromptu street show)

• Performed with A. R. Rahman in Chennai

• Met students at Rahman’s music school

• Played football with kids in Shillong

• And shot a cameo with Shah Rukh Khan for the Sapphire music video

According to industry rumours, Sheeran also recorded a song for SRK’s upcoming film King.

Arijit’s Voice, India’s Heartbeat

Though uncredited, Arijit Singh’s vocals have become a key factor in Sapphire’s appeal. Singh, one of India’s most beloved voices, bridges the emotional weight of Indian pop with Sheeran’s lyrical sensibility. It’s a fusion that feels organic, not opportunistic.

This subtle but powerful collaboration shows how cultural crossovers, when done sincerely, can resonate across borders — both emotionally and commercially.

Breaking Barriers, Setting Records

Sapphire isn’t just another hit single — it’s a case study in how international artists can build authentic relationships with non-Western audiences. By embracing India beyond the stage, Ed Sheeran has created not just a chart-topping hit, but a cultural moment.