In response to popular demand, the Embassy of India, Belgrade has launched a new website in Serbian language dedicated to the promotion of Brand India in Serbia. The website has been interlinked with Embassy’s other social media platforms like Facebook, Twitter and Mobile App. This follows from the launch of the first India-Serbia Business Forum on June 27, 2016 in Belgrade. 

President Xi Jinping's visit to the Republic of Serbia in mid June deepened the friendship between the two countries but not just diplomatically. Out of the 22 cooperations deals signed by the two countries, one included an agreement for cultural exchange through the power of cinema.

The track is meant to "ignite people's hearts with the soft power of music", according to the non-profit Friendship Ambassadors Foundation, which produced the CD. It's being released to coincide with the 70th anniversary of the UN. Appropriately, the musical diplomats have also recorded a cover of Rockin' All Over the World.