Posts by Vitasta Kaul

For much of its history, Indian screen music was designed to command attention. Songs arrived like cinematic punctuation marks, vivid, expansive, impossible to ignore.  Streaming culture altered that rhythm. Today,…

In 2025, Indian brands rediscovered something they had long underestimated: sound. Not as background, not as mood-setting filler, but as meaning itself. This was the year music stopped behaving politely…

If Part I established that music had moved from the background to the centre of Indian brand storytelling, Part II is about what followed — when sound began delivering not…