The producers of the comedy film Dhamaal 4 have released a promotional song titled "Paisa Lao" to support the movie's theatrical run [1].

The release of the track is a strategic move to drive ticket sales for the film, which is currently playing in cinemas across India [1]. High-energy musical numbers are a staple of the Bollywood marketing machine, often serving as the primary tool to generate viral interest before and during a film's opening weeks [2].

Neeraj Shridhar provides the vocals for "Paisa Lao" [1]. The song features a large ensemble cast including Ajay Devgn, Arshad Warsi, Riteish Deshmukh, and Jaaved Jaaferi [1]. Other actors appearing in the production include Ravi Kishan, Sanjay Mishra, Upendra Limaye, Anjali Anand, Sanjeeda Shaikh, and Esha Gupta [1].

Indra Kumar directed the film, while the production was a collaborative effort between several entities [1]. T-Series, Devgn Films, Maruti International, and Panorama Studios are credited as the producers [1].

The film continues the comedic trajectory of the Dhamaal franchise, focusing on ensemble chemistry and situational humor [2]. By releasing "Paisa Lao" now, the studios aim to maintain momentum in the competitive Indian market where music often dictates a film's longevity at the box office [1].

The track is available via T-Series, the music label responsible for the film's soundtrack [1]. The promotional campaign targets a wide demographic of comedy fans across the subcontinent [2].

“The song is part of the film’s marketing campaign to attract audiences.”

The launch of 'Paisa Lao' reflects the traditional Bollywood reliance on music-led marketing to sustain theatrical momentum. In a crowded cinema landscape, the success of a franchise entry like Dhamaal 4 often depends on the ability of its soundtrack to create digital engagement and drive repeat viewership among family audiences.