There’s something about a raw, soulful voice that instantly connects with people. That’s exactly what is happening with Bulleya Ve, the Sufi track that has taken social media by storm over the past few weeks. From Instagram reels to music playlists, the song is everywhere, and listeners can’t seem to get enough of it.
At the center of this growing craze is singer Ashok Maskeen, whose life story is touching just as many hearts as his music.
The singer from Jalandhar was not always part of the spotlight. Before becoming one of the most talked-about voices connected to Coke Studio Bharat, Ashok spent years working in a factory to support himself and his family. Music was always his passion, but financial struggles kept him away from turning it into a full-time career.
Even then, he never stopped learning.
Ashok began training in music at a young age under renowned Punjabi singer Sabar Koti. In interviews, he has shared how he would first walk long distances and later ride a bicycle just to attend his lessons. Those early years were difficult, but they shaped the emotional depth that people now hear in his singing.
Ironically, the recognition he waited decades for came through something as simple as a social media reel.
Around a year ago, Ashok’s brother recorded and uploaded a short video of him singing. The clip slowly started gaining attention online. People connected with the honesty in his voice, and before long, the reel had spread across social media platforms. That single moment changed everything for the 50-year-old singer.
Soon after, Ashok received a call from a Mumbai-based musician inviting him to perform for Coke Studio. At first, he reportedly refused because there was no payment involved and he could not afford to leave work for free. Later, when the offer became official and included compensation, he agreed to take the chance.
That decision completely transformed his career.
Bulleya Ve was eventually released as part of Coke Studio Bharat’s new season and quickly became a viral sensation. The track blends the spiritual poetry of legendary Sufi poet Bulleh Shah with a modern musical arrangement, creating a sound that feels both traditional and fresh. Listeners across India have been sharing lines from the song online, while creators continue using it in reels and short videos.
The success of the song has opened several new doors for Ashok. Reports suggest he is now receiving offers from Mumbai’s music industry, including opportunities for Hindi film songs and live performances. He has already recorded two more tracks and is getting regular bookings for stage shows.
Perhaps the most inspiring part of his journey is that fame arrived at a stage in life when many people stop chasing dreams. Ashok Maskeen’s story is proof that talent can find its moment at any age. Sometimes all it takes is one opportunity, one viral reel, and years of quiet dedication finally get noticed by the world.
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