Prateek Kuhad rakes up a storm on social media with latest single, Kasoor

For the anxious millennial heart, nothing can bring more respite than a Prateek Kuhad composition. Over two long years since his chartbusting EP, 'cold/mess' followed by two world tours and multiple live shows, Kuhad returns with his latest song, 'Kasoor'.

Released on June 30 across leading music streaming platforms, 'Kasoor' is a special song as it establishes the singer/songwriter's fan-first approach. The music video which was simultaneously released alongside the song, is the first fan-sourced music video for the artiste. Made in collaboration with around 400 loyal fans from across the world, the video was conceptualized and shot by Jugaad Motion Pictures. Besides his fans, you'll also notice prominent appearances by actor Jim Sarbh, singer Jonita Gandhi and stand-up comedian Mallika Dua.

Following a mailer sent to his fans by Kuhad, the submissions from fans saw an overwhelming response as over 400 videos were received, amounting to 45 hours of footage that had to be shortened, in order to fit into a 3-minute video. Poignant and soulful in equal measure, the video captures real, raw emotions of human nature on camera. Over a few simple questions, one can witness a range of emotions on display. The portions featuring Prateek were ably shot by the production house through Zoom calls.

Prateek released the video on his IGTV which fetched over a million views within 24 hours. It's currently trending on YouTube at #13.