When Sanju Rathod’s ‘Gulabi Sadi’ burst onto Times Square in February 2024, the world took notice of a Marathi track that wasn’t content to stay local. The clip’s viral spread—over 200 million streams in the first month—proved that regional sounds can run wild on global platforms.
But it’s not just the numbers that fuel his ambition; it’s the star quality he sees in Diljit Dosanjh, Honey Singh, and Karan Aujla. “I’ve always admired artists who’ve built something big,” Rathod said in an NDTV interview, his eyes lighting up when he mentioned Diljit. “One day I’ll get a chance to work with him.”
And while the headlines love to count views, Rathod keeps his focus on the craft. He’s a middle‑class kid who wanted more than riches—he wanted a platform for Marathi music. “If I keep elevating my art, everything else will follow,” he told reporters, citing his 6.9 million YouTube subscribers as a testament to the community he’s built.
The singer’s partnership with Believe and its new BL/UR imprint—aimed at blurring domestic and global borders—signals a strategic push beyond Marathi borders. The imprint’s tagline, “Rewrite the blueprint for Indian pop,” mirrors Rathod’s own mission to fuse local flavor with worldwide appeal.
What’s next? If Diljit’s Punjabi‑pop swagger meets Rathod’s Marathi lyrical nuance, the result could be a fresh soundscape that challenges Bollywood’s dominance. AirNews readers will want to watch the studio sessions, the behind‑the‑scenes moments, and the first single’s release—because this collaboration could be the next big cross‑regional hit.