Royal Stag BoomBox, the flagship music IP from Seagram’s Royal Stag in collaboration with Universal Music Group, has launched its first original of the season — ‘SIGH’, a powerful fusion of Bollywood melody and hip-hop featuring Nikhita Gandhi and Dino James. Released across all major streaming platforms, the track marks the beginning of a bold new chapter in the BoomBox Originals lineup. Blending smooth vocals with sharp hip-hop rhythms, SIGH celebrates self-expression and confidence, reflecting the brand’s “Live It Large” philosophy. Nikhita Gandhi called the collaboration “refreshing,” while Dino James praised it as “bold, authentic, and unapologetically honest.”
Pernod Ricard India’s CMO Kartik Mohindra emphasized music as a “universal language” and a core passion pillar for the youth. Preeti Nayyar of UMG added that the platform empowers artists to push creative boundaries and connect with new audiences.
Where music continues to be a cultural heartbeat, SIGH is already generating buzz among young listeners. The city’s fusion-loving crowd, particularly college-goers and indie fans, is embracing the track’s genre-defying style, reflecting openness to innovative musical expressions. Upcoming tracks include ‘Sajna’ by Neeti Mohan and ‘Maybe’ by Armaan Malik, promising more fresh sounds.
