MUMBAI: After announcing India’s first ever Gujarati rom-com web series, SonyLIV has rolled out a romantic music video for its original web series ‘Kacho Papad Pako Papad’. The announcement marks the debut of a dedicated music video that has been launched for a Gujarati web show.

Titled ‘Aadat Che Tu’, the music video captivates listeners with its poignant lyrics written by lyricist Bharat Kumar Joshi, which is well complemented by the soulful melody composed by renowned music director Sukumar Dutta.

‘Aadat Che Tu’ is an expression of the protagonist Vipul’s endless love for Sanjana, his romantic interest on ‘Kacho Papad, Pako Papad’. The video produced by Hasmukh Gandhi perfectly captures the underlying essence of love.

SonyLIV offers an extensive library of diverse and high-quality original content offerings. With the roll-out of captivating videos and songs such as ‘Aadat Che Tu’, it is creating a deeper connect with its audience and enhancing their engagement with its web series, besides pioneering some new initiatives.

SonyLIV EVP and Head – Digital Business Uday Sodhi said, “Our web series ‘Kacho Papad, Pako Papad’, has received a phenomenal response from our Gujarati-speaking audiences. Just like Bollywood films create a deeper impact and connect with cinema lovers through songs and music albums, our endeavour is to enhance the popularity of our premium original content and engage our viewers through vibrant music videos. Music videos for original, regional content is a first in the industry and as the digital platform of Sony Pictures Networks India, we are delighted to pioneer this initiative.”

Sukumar Dutta, music composer said, “I have composed songs in several languages earlier, this is the first time I have composed a song in Gujarati. It was a wonderful experience which allowed me to experiment with various musical nuances and arrangements to create something beautiful. I am confident it will be a hit with the Gujarati audiences. I want to thank SonyLIV for giving me this brilliant opportunity.”