Sony Music India has released the lyric video for the song “Bad Luck Kharab,” featuring Avinash Tiwary and Medha Shankar [1].

The release marks a strategic expansion of the label's contemporary music catalog in India. By blending high-energy production with themes of relatable misfortune, the track targets a younger audience through the visual medium of a lyric video.

The song is performed by singers Vijay Yamla, Swati Sharma, and Kalpana Gandharv [1]. It was composed and produced by Haroon-Gavin, with lyrics written by Siddhant Kaushal [1]. The production focuses on a fast-paced, chaotic sound designed to mirror the lyrical theme of enduring a streak of bad luck.

Sony Music India described the track as a celebration of the moments when things go wrong. "When luck just isn’t on your side, ‘Bad Luck Kharab’ brings the fun and chaos!" the company said [1].

The video highlights the collaboration between Tiwary and Shankar, who appear in the project to bring a visual element to the musical experience. The lyric video format allows viewers to engage directly with Kaushal's writing while the music plays, a common trend in the current Indian digital music market.

This release follows the label's ongoing effort to diversify its offerings across different genres and styles. By utilizing a mix of established singers and new production talent, the label aims to capture a wide demographic of listeners across the country [1].

““Bad Luck Kharab” brings the fun and chaos!”

The release of 'Bad Luck Kharab' reflects a broader trend in the Indian music industry where lyric videos serve as primary promotional tools to drive streaming numbers before a full cinematic video release. By leveraging the combined appeal of multiple vocalists and visual stars like Tiwary and Shankar, Sony Music India is employing a multi-pronged approach to ensure the track gains traction across social media platforms and digital streaming services.