Mumbai, Maharashtra, 31st of May, 2025 : In a compelling reminder that rejection isn’t the end of the road, the soulful track Hhasrat—initially turned down by a leading music label for not meeting “quality, location, and story standards”—has become a viral hit across social media platforms.
Directed by veteran composer-director Nitesh Tiwari, the song has crossed over 2 million views on YouTube in just three days. It’s also dominating Instagram, where thousands of content creators are using the track in reels and short videos, generating millions of impressions and turning Hhasrat into a cultural moment.
“Rejection Broke Us. Now the Song Speaks for Itself”
In an emotional statement, Tiwari shared how the rejection by a major label deeply affected him and his team. “The decision didn’t just break me—it broke everyone involved in Hhasrat. We couldn’t understand what was wrong,” he said.
But the story behind the rejection is more layered than it first appears.
According to Tiwari, the song was dismissed not just for its artistic elements, but because of the cast—specifically, the inclusion of actress Ayushi Tiwari, who hails from the Bhojpuri film industry.
“It’s disappointing,” said Tiwari. “The music company turned us down because Ayushi Tiwari is from the Bhojpuri industry. They judged her background rather than her talent. That kind of mindset is damaging—not just to artists, but to the entire creative ecosystem.”
Tiwari emphasized that mainstream companies often fail to recognize emerging or regional talent and are stuck in outdated notions of what ‘sells.’ “Company decisions can be wrong. Don’t believe in companies—believe in your work,” he urged. “If I had listened to them, Hhasrat would have never reached the audience.”
A Song Rooted in Longing and Love
Hhasrat is a poetic journey through desire, heartbreak, and unfulfilled love. Featuring stirring vocals by Harmaan Nazim, Sahajahn Shaikh Sagar, and Qaseem Haider Qaseem, with lyrics written by Qaseem himself, the track delivers an emotional punch. The music, composed by Sahajahn Shaikh Sagar, is both minimalist and powerful, allowing the vocals and lyrics to take center stage.
Directed by Nitesh Tiwari, the music video is an evocative visual narrative starring Ayushi Tiwari, whose raw and heartfelt performance adds an authentic emotional layer that resonates deeply with viewers.
Nitesh Tiwari: Carving His Own Path
With a prolific career spanning over 200 music videos, Nitesh Tiwari has become a respected name in Bollywood music. From his award-winning album Izhaar-e-Ishq to collaborations with top labels like T-Series, Zee Music, Saregama, and Shemaroo, Tiwari has long been a creative force in the industry.
Now, with the launch of his own music label, Tiwari is reclaiming creative control and providing a platform for independent and marginalized voices.
“Releasing Hhasrat through my own company was the best decision I could have made,” he said. “It’s not just about proving the big labels wrong—it’s about proving that art, when created with heart and honesty, will always find its way to the people.”
The Message Is Clear: Believe in Your Work
Hhasrat’s success is a testament to what can happen when creators follow their passion, trust their vision, and refuse to be boxed in by industry gatekeepers.
In a landscape often dominated by algorithms and metrics, Hhasrat is a reminder that authenticity still resonates—and that sometimes, rejection is just the beginning of something extraordinary .
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