Royal Stag BoomBox, the flagship music property from Pernod Ricard India in collaboration with Universal Music Group, has unveiled its latest original track Sajna Mera, featuring Neeti Mohan, Panther, and Ravator. Following the successful launch of SIGH, this second release of the season strengthens the brand’s positioning in India’s fast-evolving youth music segment. The track blends Bollywood melody with hip-hop, targeting a rising consumer base seeking emotional yet edgy music experiences.
Backed by Royal Stag’s youth-centric “Live It Large” strategy, Sajna Mera is part of a broader initiative to redefine mainstream music consumption. Executives from both Pernod Ricard and UMG highlighted the creative freedom and bold experimentation driving the campaign. The track is now available on YouTube, Spotify, Amazon Music, and Apple Music.
A growing Tier-2 market with strong youth demographics, initial response has been highly positive. Local music cafés and college circuits report increasing interest in hybrid music styles. With digital consumption spiking among Gen Z listeners, Sajna Mera is poised to perform well, further embedding the Royal Stag BoomBox brand in emerging urban hubs.
