Singer and composer Kunaal Vermaa released the lyrical video for his new Hindi song "Karna Toh Pyaar Hai" on the T-Series YouTube channel [1].

The release marks a new creative collaboration between Vermaa and vocalist Aarnaa Vohra, targeting the digital music market via one of the world's largest music labels.

The production of the lyrical video involved a detailed creative team. Dhruval Patel directed the video, while The 2 Studio served as the production house [1]. RC Rana acted as the executive producer, and the project featured direction by Adrix [1].

Technical execution of the visuals was handled by cinematographer Saurabh Gajjar, with Abdul Vahid M. serving as the line producer [1]. The project focuses on the lyrical presentation of the track, allowing viewers to engage with the songwriting while listening to the vocal performance of Vohra and Vermaa [1].

T-Series, the publishing entity, said the release is the presentation of the lyrical video song "Karna Toh Pyaar Hai (Song)" by Kunaal Verma featuring Aarnaa Vohra [1]. The song follows the trend of high-production lyrical videos used to build momentum for musical tracks before the release of full cinematic music videos.

Vermaa's role as both singer and composer places him at the center of the track's artistic direction. The collaboration with Vohra adds a vocal layer to the composition, while the T-Series platform provides the distribution infrastructure necessary to reach a global Hindi-speaking audience [1].

“"Karna Toh Pyaar Hai (Song)" by Kunaal Verma feat. Aarnaa Vohra.”

The release of a lyrical video via T-Series demonstrates a strategic approach to music distribution in the digital era. By prioritizing lyrics and vocal collaboration before a full-scale visual production, artists can gauge audience reception and maximize engagement across social platforms through shareable, text-driven content.