Sony Music India has released the lyric video for "Gach Laage," a song from the track "Licence" [1].

The release leverages the popularity of Haryanvi music and high-profile regional performers to expand the reach of the "Licence" project. By utilizing a lyrical format, the label emphasizes the songwriting and linguistic appeal of the track for a digital audience.

Masoom Sharma served as the composer, singer, and lyricist for the project [1]. The lyrics were written by Ajmer Balambiya, while the production was handled by Thinker [1]. The video highlights the collaboration between several prominent artists, featuring Sapna Choudhary, KD Desirock, and Rakhi Lochab [1].

The song's lyrics focus on traditional and cultural imagery, including descriptions of attire and style. One specific line from the song describes a long braid and a Punjabi suit, stating, "Are hara dupatta lambi choti, Suit panjabi guch lagge!" [1].

This release is part of a broader strategy to promote the hit "Licence" by showcasing the featured artists through visual media on the Sony Music India YouTube channel [1]. The lyrical video serves as a promotional tool to drive engagement and streaming for the original track [1].

“"Are hara dupatta lambi choti, Suit panjabi guch lagge!"”

The release of a dedicated lyric video for 'Gach Laage' indicates a strategic focus on the Haryanvi music market, which has seen significant growth in digital consumption. By pairing Masoom Sharma's composition with the star power of Sapna Choudhary, Sony Music India is targeting a specific regional demographic while utilizing the accessibility of YouTube to scale the track's popularity beyond local borders.