Music label Tips Music reported significant resurgence in older Bollywood content, with 'Deewana Mujhe Kar Gaya' from Khuda Gawah generating 3 billion Instagram views and 'Daiya Daiya Daiya Re' from Dil Ka Rishta recording 1.5 billion views. According to reports from NDTV Profit, the company's Chairman and Managing Director Kumar S. Taurani highlighted that their '90s repertoire is doing exceptionally well during the company's earnings call. The trend extends beyond major hits, with Taurani noting that 'Sanun Nahar Wale Pul' from Jeet, an old Noor Jehan song, suddenly got trending and is performing well across multiple platforms.
The resurgence reflects how social media platforms are reshaping music consumption in India, where short-form videos are giving older songs a second run years after their release. As reported by NDTV Profit, users are increasingly using short hooks, dance clips and dialogue portions in wedding edits, nostalgia videos and memes instead of full-length listening. Tips Music executives linked part of the recent growth in streaming activity to older songs trending again online, with many catalogue songs continuing to perform strongly across Instagram, YouTube and streaming platforms even decades after release.
The trend reflects a wider shift in how music spreads online, where songs no longer need to be newly released to become popular again. According to NDTV Profit, short-video platforms can revive older tracks through trends, remixes and user-generated clips. Tips Music noted that Indians are increasingly willing to spend on music experiences and subscriptions, with Taurani stating that people are ready to pay money and go for such huge shows, and some concert tickets now sell for ₹8,000 to ₹10,000 and can go even higher. The company reported that paid subscriptions currently contribute 10% to 15% of its digital revenue and are growing steadily.
