Bheegi Bheegi marks the first commercial release from Rooh Records, a newly formed joint venture between A. R. Rahman, A. R. Ameen, and Warner Music India. The launch positions the imprint as a creator-led label focused on cinematic, high-concept music releases designed for both domestic and international markets.
Composed by Rahman and performed by Ameen with vocals from Jasleen Royal, Bheegi Bheegi establishes the creative and strategic direction of Rooh Records, emphasising premium production, emotionally driven songwriting, and strong visual storytelling as core pillars of its release strategy.
The project features a music video led by Dulquer Salmaan and Mrunal Thakur, reflecting the label’s intent to integrate film talent and narrative-driven visuals into its music marketing approach. The visual component reinforces a growing trend within the Indian music business toward cinematic-first releases that extend a song’s lifecycle across platforms.
From an industry perspective, Rooh Records enters the market at a time when creator-owned and artist-partnered labels are gaining traction, offering greater creative control while leveraging the distribution, marketing infrastructure, and global reach of major music companies. Warner Music India will handle release and distribution duties for the label, ensuring scale across streaming platforms and international DSPs.
According to Ameen, the label has been conceived as a long-term platform rather than a one-off creative collaboration, with a slate of future releases already in development. Rooh Records plans to focus on collaborations, visually driven projects, and cross-format storytelling that bridges music, film, and digital content.
Bheegi Bheegi serves as the first signal of Rooh Records’ positioning within India’s evolving label ecosystem, blending legacy creative capital with next-generation artist leadership and major-label execution.
The track has been released globally via Warner Music India and is available across all major streaming platforms.
