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Villain Lifestyle, a men’s fashion and lifestyle brand, has launched its official soundtrack #HeroNahiVillain, which aims to celebrate the villain that lives in all of us: the unapologetic version of yourself that brings out the best in you. The soundtrack video features choreographer Tushar Kalia, who brought alive the true villain persona in the track.

The #HeroNahiVillain official video:

The #HeroNahiVillain campaign was loved and shared by some of the biggest names in the industry such as Karan Johar, Vicky Kaushal, Mouni Roy, Dharmesh. Launched digitally on Instagram, the soundtrack video is available across all music platforms, including Gaana, Spotify, Amazon Music, Apple Music, etc.

Along with the video, Villain launched its first UGC-contest called #HeroNahiVillain hook-step challenge, which encourages users to send their versions of the Hero Nahi Villain hook step. Kalia amplified it on his handle and encouraged participation from the digital audience.

Kalia, who has previously worked with the likes of Ranbir Kapoor and Anushka Sharma in Ae Dil Hai Mushkil, and is a judge in reality dance show Dance Deewane, looks sizzling and villainous in the soundtrack. The campaign is being amplified by KGF-star and brand partner, Yash.

Villain Lifestyle is the latest venture of entrepreneurs Ashutosh Valani and Priyank Shah of Beardo, in partnership with Yash. Unapologetic and confident in its approach, Villain is made for men who are true to themselves and their unique styles. A celebration of the antagonist that lies among all of us, Villain is here to offer a range of men’s fragrances, accessories, and apparel for an unforgettable styling experience.

“We are excited to collaborate with Tushar, someone who embodies the Villain persona of being a self-made man in the industry, fiercely passionate about his work and being a master at that, which is why his popularity extends across the country. He is looked up to by so many upcoming as well as established dancers in India. We are looking forward to seeing our community try their hand at the #HeroNahiVillian Hook Step Challenge entries and bring their best foot forward,” said Ashutosh Valani and Priyank Shah, Co-Founders, Villain.

Villain’s #HeroNahiVillain Challenge is about letting your inner spirit be free and celebrating your true self, unapologetically. The winner of the Hook Step Challenge will also win a gift hamper worth Rs 10,000, including lots of merchandise.