Mumbai, Sep 3: Music has never been background noise in the world of Kunal Rawal. For years, it has been part of the way the designer builds a collection, sets a mood and ultimately presents menswear. From earlier tracks including Ishq Mitha that have become synonymous to sangeet and baraat celebrations to original compositions created for the runway, sound has developed alongside the couture as a recognisable part of the world of KR.
Now, that relationship gets its biggest stage yet.
Fresh off the heels of the brand’s showcase at FDCI India Couture Week 2026, Kunal Rawal presents Rawalgarh di Jugni, his first–ever original music video campaign with T-Series. It is a fun and immersive take on the aesthetic world of Rawalgarh: a land of couture, culture, celebration, menswear and a whole lot of music. Created in close collaboration with Akshay & IP, the project takes the brand’s sonic identity beyond the show soundtrack and into a world of its own. At its centre is Jugni: literally, “the light”: a spirit of energy that brings life to the make-believe fort. Jugni is both metaphor and protagonist, representing the individuality that has always remained one of the brand’s strongest codes.
The sound is unmistakably KR: Punjabi folk with a rock-and-roll streak. Guitar riffs cut through dhol beats; heritage verses sit against contemporary production. The result is neither a traditional folk track nor a conventional fashion soundtrack, but something that occupies the space between the two: Indian at its core, contemporary in its treatment and built with the same contrasts that have long informed Rawal’s clothes.
“Music and film have always been a huge part of what inspires me, and that naturally finds its way into the couture we create. Making our first–ever music video feels incredibly exciting, but also like a very natural next step. Rawalgarh gave us the opportunity to bring all those influences together and create something that represents what has shaped me creatively over the years, and what continues to inspire me today.” — Kunal Rawal
That world finds its visual setting at Alila Fort Bishangarh, where Rawalgarh di Jugni was filmed. Set against the fort’s raw stone geometry and golden light, the film plays with the same tensions found throughout Rawal’s work: structure against fluidity, heritage against modernity, permanence against change. Rather than using the location as a decorative backdrop, its architecture becomes part of the frame, interacting with the clothes and the movement around them.
In Rawalgarh, the crow signals the arrival of something exciting. A messenger of what lies ahead, it leads the viewer into the film and towards the world waiting to be discovered.
And then there are the clothes.
First presented at India Couture Week 2026 in July, Rawalgarh is one of the brand’s most expansive expressions of menswear to date, bringing together over 150 looks across Couture Casual, Indian Black Tie and the Ceremonial Modern Groom. Military structure meets sportswear ease; evolved Indian handcraft meets engineered construction; traditional techniques are worked through new textures, silhouettes and colour.
The music video gives those clothes a different life. Away from the runway, they move through the landscape they were imagined for, allowing sound, architecture and couture to operate as parts of the same idea.