MUMBAI: Nearly two years after the release of chart-topping EP cold/mess, two world tours and multiple shows later, singer-songwriter Prateek Kuhad on Tuesday released a new song, ‘Kasoor’.

Watch the video:

Written in 2017 and often performed during his live shows, Prateek’s fans have patiently waited for the release of ‘Kasoor’ and the accompanying video more than makes up for the long anticipation.

Made in collaboration with fans from all over the world, and conceptualised and executed by boutique production house, Jugaad Motion Pictures – who also created the beautiful ‘cold/mess’ video featuring actors Zoya Hussain and Jim Sarbh – the video for ‘Kasoor’ is yet another example of Prateek’s fans-first approach.

The singer-songwriter – who started 2020 on a whirlwind of global attention after being highlighted as one of Barack Obama’s highlights of 2019 – has cultivated and maintained personal interactions with fans, and often shared his music with them before making it publically available.

The process for shooting the video for ‘Kasoor’ consisted whittling down submissions from 400 fans – who had shown interest after Prateek reached out via a mailer to fans – to a video that’s heart-warming and heart-breaking in equal measure. The video captures real human emotion on camera as fans had to record themselves responding to certain questions with just their expressions, and the gamut of emotions on display – irrespective of age, gender or sexual orientation – underline the universality of love.

The hundreds of entries meant that there was close to 45 hours of footage that came in which needed to be cut into a 3-minute film. And the parts featuring Prateek were directed remotely by the Jugaad team on long Zoom calls.

You can watch the video here:

‘Kasoor’ is available for streaming on all major streaming platforms.

https://prateekkuhad.lnk.to/kasoor