GURUGRAM, INDIA – Royal Stag BoomBox, the flagship music IP by Seagram’s Royal Stag in collaboration with Universal Music Group (UMG), launches the first track of its new season of Royal Stag BoomBox Originals — SIGH, an electrifying blend of soulful Bollywood vocals and sharp hip-hop rhythms, brought to life by acclaimed artists Nikhita Gandhi and Dino James.
Following a successful run of original collaborations such as Pehle Jaisi Baat Nahi, Hoodie, Mohabbat, and Imtihaan, Royal Stag BoomBox continues its mission to redefine the Indian music landscape with a fresh lineup that celebrates the brand’s ethos of Living It Large. With SIGH, the platform reintroduces itself as a trailblazer of cultural convergence, where genre-defying creativity finds a home.
Set to a moody, melodic backdrop underscored by gritty beats, SIGH explores the emotional journey of self-assertion during those pivotal moments when one stops justifying their choices and begins living authentically. The track’s smooth vocal stylings by Nikhita Gandhi pair seamlessly with Dino James’ unapologetic lyricism, delivering a soundscape that is bold, unfiltered and unmistakably modern.
Speaking about the collaboration, Nikhita Gandhi said, “Working on SIGH with Dino was such an exciting experience — it’s always refreshing to step out of your comfort zone and experiment. What I love about Royal Stag BoomBox is that it gives artists the freedom to truly express themselves — no filters, just pure sound and storytelling. It’s the perfect space to create something bold, new, and completely your own.”
Sharing his thoughts on the track, Dino James said, ‘This track embodies everything we wanted to achieve – it’s bold, authentic, and unapologetically honest. Working with Nikhita elevated the entire composition, bringing a fresh dimension that perfectly complements the song’s energy. This is exactly what makes Royal Stag BoomBox such a compelling platform for artists. It encourages us to push creative boundaries and explore new territories.”
Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India said, “The universal language of music, has this remarkable power to unite people and create moments of pure magic. Royal Stag continues to celebrate music as its key youth passion pillar. With Royal Stag Boombox Originals we are set to elevate the experience with exciting new soundscape, blending the melodies of Bollywood with the pulsating beats of Hip-Hop, truly exemplifying the brand philosophy of Living It Large.”
Commenting on the collaboration, Preeti Nayyar, SVP & Business Head – India & South Asia, UMG For Brands, says: “Royal Stag Boombox stands for bold expression and creative freedom to cross over from familiar sonic to discover new ones. At UMG for Brands, we are proud to support a platform that gives artists the space to experiment, blend genres, and create music that speaks to the youth. Royal Stag BoomBox Originals continues to bring together incredible voices from different musical worlds and turn them into unforgettable collaborations. It’s a true reflection of the evolving sound of India.”
Music has long been a core passion pillar for Seagram’s Royal Stag, and today’s youth are increasingly drawn to bold, experimental sounds. While hip-hop continues to rise as a defining genre of this generation, Bollywood melodies remain deeply embedded in their cultural identity. Royal Stag BoomBox bridges these worlds, merging the timeless charm of Bollywood with the energy of hip-hop to spark the imagination of the youth. The first track from this fusion, SIGH, is now live on YouTube, social media, and all major audio platforms.
