Everything Indian Brands Need to Know About Bollywood Music Licensing

Bollywood music licensing is a distinct category within music licensing in India. Bollywood songs are often controlled by a small group of major music labels, carry significant brand recognition, and are a frequent source of copyright disputes involving Indian brands.

This guide explains who owns the rights to Bollywood songs, what brands need to know before using them commercially, how much licensing can cost, how to license music for an ad film or TVC, and why genuinely royalty-free Bollywood music is difficult to find.

For a broader understanding of music licensing in India, refer to our Complete Guide to Music Licensing in India.

Written by the Hoopr Smash team.

Key takeaways

• A handful of major labels, including YRF Music, T-Series, Saregama, Universal Music India, Zee Music Company and Tips Music, controls some of the most commercially significant Bollywood catalogues.

• A Bollywood song usually involves two separate layers of rights: the composition and lyrics, and the sound recording. These may be held or administered by different parties.

• A classic Bollywood recording can fall out of copyright decades before the underlying composition does. An old song is therefore not automatically a cleared song, as the Saregama v. Emami dispute illustrates.

• Covers, remixes and soundalikes do not automatically eliminate licensing requirements. Each may still require clearance for the composition and/or recording.

• For brands, licensing costs depend on the popularity of the track, how it is used, the duration of the license and whether the use is exclusive.

• Recent disputes involving Zee Entertainment and Nykaa, and Sony Music and Myntra, highlight the potential copyright risks of using music in brand content without appropriate permissions.

In this article

1. Who actually owns the rights to a Bollywood song?

2. Why does a single song often need more than one clearance?

3. Does a classic or golden-era song carry less licensing risk than a current hit?

4. Can brands legally use Bollywood songs in advertisements?

5. What's the difference between a sync license and a master use license for a Bollywood track?

6. How much does a Bollywood song license cost?

7. What about covers, remixes or soundalikes?

8. Does licensing change for regional-language versions or remakes?

9. What actually happens if a brand uses a track without a proper license?

10. What happened in the Zee v. Nykaa and Sony v. Myntra disputes?

11. How does a brand actually go about licensing a track for an ad film or TVC?

12. What should the license document actually specify?

13. What are warning signs that a license offer isn't legitimate?

14. Frequently asked questions

Who actually owns the rights to a Bollywood song?

A Bollywood song's rights are split across two layers: the composition and lyrics on one side, and the sound recording on the other. The complete mechanics of this distinction are covered in our Definitive Explainer on Music Licensing.

What's specific to Bollywood is who actually holds or administers those rights.

In practice, a small number of major labels control much of the commercially significant Bollywood catalogue:

• YRF Music: The music arm of Yash Raj Films, YRF Music holds soundtrack rights to a substantial catalogue of films produced by one of Bollywood's major production houses.

• T-Series: One of India's largest music and film companies, T-Series holds a catalogue spanning decades of Hindi film, non-film and devotional music.

• Saregama: One of India's oldest major music labels, Saregama holds a catalogue of more than 150,000 songs across Hindi and regional languages. It has also entered into direct brand-licensing arrangements with companies including ITC, Google Pay, Nestlé KitKat, Vodafone, Bisleri, Marico and Mahindra.

• Universal Music India: Part of Universal Music Group, Universal Music India was founded in 1999 as the successor to the labels Music India and Polydor India. Its catalogue includes Bollywood film soundtracks dating back to the 1970s, regional music in languages including Assamese, Bengali and Bhojpuri, and Indian pop and classical artists, alongside international Universal Music Group acts promoted in India. As a result, a brand already working with Universal Music Group on an international act may also be able to explore Bollywood music licensing through the same broader relationship.

• Zee Music Company: Launched on 31 March 2014 and owned by Zee Entertainment Enterprises, Zee Music Company has built a catalogue of more than 18,000 released songs across over 1,100 film titles in 22 languages. Its catalogue also includes devotional music and independent non-film singles, making it relevant to brands running campaigns across multiple Indian language markets.

• Tips Music: Part of Tips Industries, which was founded in 1990 by Kumar and Ramesh Taurani, Tips Music holds a catalogue of more than 30,000 tracks and 5,500 albums across 24 languages. Tips has signed a global publishing agreement with Sony Music Publishing covering catalogue administration, synchronisation licensing and international promotion. Its Hindi catalogue's recording distribution runs through Warner Music India domestically and Warner's independent distribution arm, ADA, internationally.

That last detail matters beyond Tips specifically. A label's recording distributor isn't necessarily the party authorised to grant a brand a license. Publishing administration, recording distribution and brand licensing can sit with three different companies for the same catalogue.

This is one more reason to confirm who actually grants the license rather than assuming that the most visible name associated with a track is the right contact.

This concentration among a handful of labels can also make the process easier for brands. A platform with pre-cleared arrangements for music from established labels can provide access to a wider catalogue without requiring a brand to track down individual rights holders for every song.

For brands exploring popular Bollywood music for their campaigns, finding the right track is often the first step. Our Chartbusters playlist brings together a selection of popular tracks, helping brands discover familiar hits and find inspiration for upcoming campaigns.

Why does a single song often need more than one clearance?

A Bollywood film's soundtrack often involves different composers and lyricists across different songs, even when one label releases the entire album. Rights to a particular track may also change over time through catalogue acquisitions.

A brand that has licensed one song from a film has not automatically licensed the entire soundtrack. Each track needs its own check to establish:

• Who holds or administers the composition and lyrics, such as the composer, lyricist or their publisher.

• Who holds the sound recording, typically the music label.

For older or re-released tracks, ownership may also have changed through catalogue acquisitions over the years. Confirming the current rights holder directly is therefore more important than assuming that the party associated with a track in the past still controls its rights today.

This fragmentation is also why a license negotiated for one song in a campaign rarely transfers to a different song, even if both tracks are from the same film or artist. Each track needs its own clearance.

A soundtrack album rarely has one uniform rights structure. A single Bollywood film may use several composers or composing duos across its songs, along with different lyricists for different tracks. This can happen even when one label releases the entire album under a single banner.

A brand that likes two songs from the same film should not assume that the second track can be cleared as easily, or on the same terms, as the first simply because they share a release date and film.

Does a classic or golden-era song carry less licensing risk than a current hit?

Brands have increasingly turned to vintage Bollywood tracks. Saregama's managing director, Vikram Mehra, has credited classic songs with helping campaigns stand out in an increasingly crowded advertising landscape.

Old Hindi film music can give an advertisement instant familiarity and recognition rather than requiring a brand to build that connection from scratch.

However, the assumption that a song old enough is automatically out of copyright does not hold up. The difference between the copyright terms for a sound recording and its underlying composition is important here.

The two layers of rights described earlier do not expire on the same timeline.

A sound recording's copyright generally lasts 60 years from the end of the year in which it was first published. The underlying composition and lyrics generally remain protected for the composer's or lyricist's lifetime plus 60 years after their death.

This means an original recording from the 1950s or 1960s may fall out of copyright years, or even decades, before the underlying composition does.

That distinction sits at the centre of a Delhi High Court dispute involving Saregama and Emami.

Saregama sued Emami in 2024 over the use of "Udi Jab Jab Zulfein", from the 1957 film Naya Daur, in an advertisement for Emami's Kesh King Anti Hairfall shampoo.

Saregama claimed reproduction rights in the song, which it holds as the assignee of the song from the film's original producer. Emami's defence is that the rights assigned to Saregama were limited to sound-recording rights and that those rights had already expired by the time the advertisement aired, 60 years after the film's 1957 release.

The court issued notice, directed Emami to deposit Rs. 10 lakh with the Registry as an interim arrangement, and asked the company to respond within four weeks. Saregama also told the court that it typically charges approximately Rs. 40–50 lakh a year to license a track like this.

Whether the expiry of the sound-recording copyright leaves Saregama without a claim, or whether the composition and lyrics remain separately protected, is a question that needs to be considered in the context of the ongoing proceedings.

The practical takeaway for a brand considering a classic Bollywood track is simple: don't treat "old" as a substitute for "cleared."

Check the sound recording's publication year against the applicable 60-year term. Separately confirm who currently holds or administers the composition and lyrics, which may remain protected even after the recording's copyright expires. Get both answers in writing before the advertisement goes live.

A track's age can change which layer of rights is more likely to require clearance. It does not remove the need to check.

Can brands legally use Bollywood songs in advertisements?

Yes. Brands can legally use Bollywood songs in advertisements, provided they obtain the appropriate licenses from the parties that hold or administer the relevant rights.

A brand can use a Bollywood song in an advertisement, reel or TVC once it has documented commercial-use permission covering the specific content, platforms and campaign period.

What is not permitted is assuming that a personal streaming subscription, a platform's built-in music library or a license obtained for a different purpose automatically extends to commercial content.

A personal Spotify or YouTube account generally provides listening access, not permission to use a song in a brand's promotional content.

Similarly, a platform's in-app music library may be available for individual creator posts, but that does not automatically mean the same music is cleared for a brand account publishing promotional or paid campaign content.

The distinction between personal use and commercial brand use is important. Brands need to confirm that the permissions they obtain cover the actual purpose and distribution of their content.

What's the difference between a sync license and a master use license for a Bollywood track?

Bollywood music used in brand videos generally involves two separate rights clearances. This is why a single Bollywood licensing deal may require more than one permission.

A sync license is the right to pair a musical composition with visual content, such as a brand's ad film, reel or TVC. It requires clearance from whoever holds or administers the composition and lyrics, such as the composer, lyricist, publisher or a society like IPRS acting on their behalf.

A master use license is the right to use a specific sound recording. It requires permission from whoever holds the rights to that recording, typically the music label.

For a brand putting a Bollywood song into a video advertisement, both clearances are generally required:

• The sync right to pair the composition with the advertisement's visuals.

• The master use right to use that specific recording.

A cover version changes which master recording is being used because a cover is a new recording. However, it does not remove the need for composition-side clearance, since the underlying song, including its melody and lyrics, remains the same copyrighted work.

How much does a Bollywood song license cost?

There is no single fixed public rate card for licensing Bollywood music. The cost generally depends on four factors that can influence one another.

• How well-known the track is: An instantly recognisable hit from a major film can cost significantly more to license than a lesser-known track from the same label.

• How the track is used: Background music under a product shot may cost less to clear than a track that forms the centrepiece of a campaign, where the song itself plays a major creative role.

• How long the license runs: A license for a single festive campaign window may cost less than one covering multiple quarters or years. A multi-year deal may also require renegotiation before it expires rather than being assumed to renew automatically.

• Whether the use is exclusive: A brand that wants to be the only company in its category using a particular track may pay more than a brand accepting non-exclusive use, where the same track could appear in a competitor's campaign.

None of these factors works entirely in isolation. A popular track used as the centerpiece of an exclusive campaign can sit at the higher end of the pricing range across all four dimensions. A lesser-known track used briefly as non-exclusive background music may be more affordable.

For a broader breakdown of the factors that influence music licensing costs across genres, refer to the relevant cost guide in this content hub.

Budgeting for a Bollywood track is easier when licensing costs are discussed before the creative production is finalised.

A creative team that builds an entire advertisement around a specific hit song and only later discovers that the license will take weeks to obtain or cost more than the available budget has very little flexibility. Confirming availability and indicative costs early allows the team to make informed creative decisions before production begins.

What about covers, remixes or soundalikes?

Covers, remixes and soundalikes do not automatically solve the licensing problem.

A cover is a new recording of an existing song. Since it is a different recording from the original, it changes the master use question. However, it does not remove the need to clear the composition and lyrics, which still belong to whoever holds those rights.

A brand cannot treat "we recorded our own version" as a shortcut around music licensing.

A remix usually retains elements of the original recording and adds new production. Depending on how much of the original recording is used in the final mix, it may involve rights connected to both the composition and parts of the original master recording.

A soundalike is a track deliberately composed to evoke a specific hit without directly sampling it. This can involve legal uncertainty. Soundalikes have attracted litigation attention in India, and they are not necessarily a reliable shortcut around licensing.

A track that sounds sufficiently similar to a specific song may expose a brand to a claim, even if it does not contain a direct sample or use the original recording.

In all three cases, the important question remains the same: for the version of the track being used, who holds the composition rights and who holds the recording rights?

Confirming those details is more important than assuming that a cover, remix or soundalike is automatically safer than using the original.

8. Does licensing change for regional-language versions or remakes?

Usually, yes. A regional-language version of a Bollywood song, or a Tamil, Telugu or Punjabi remake of a Hindi hit, is typically recorded afresh with adapted or translated lyrics. This can introduce separate composition and recording rights in addition to the rights associated with the original Bollywood version.

A brand that has licensed the Hindi original has not automatically licensed a regional remake, and the reverse is also true.

If a campaign runs across multiple language markets using different versions of the same underlying song, each version needs its own check. Brands should confirm who holds the composition and recording rights for the specific version they intend to use.

The rights holders for a regional remake may not be the same as those for the original track.

What actually happens if a brand uses a track without a proper license?

In practice, the consequences can include a legal notice, an interim injunction, content takedowns at short notice and a damages claim.

Bollywood tracks can create significant exposure because they are instantly recognisable and rights holders actively monitor brand content for unauthorised use.

The scale of the broader problem is substantial. A 2025 analysis by Hoopr co-founder and CEO Gaurav Dagaonkar, published in afaqs!, estimated that the Indian music industry loses Rs. 8,000–10,000 crore annually to unlicensed use.

The analysis also found that, in an internal review of more than 25,000 brand-created reels, over 62% used music that was not properly licensed.

Given how frequently Bollywood tracks feature in Indian brand campaigns, they form an important part of the wider music-licensing compliance challenge.

How does a brand actually go about licensing a track for an ad film or TVC?

A brand licensing a Bollywood song for an advertisement or TVC should follow a structured process.

1. Identify the exact track and version. Confirm the specific recording, not just the song title. A film may have multiple official versions, such as an original, reprise or remix, with different rights attached to each.

2. Confirm who holds each layer of rights. Check the composition and lyrics on one side and the sound recording on the other. Do not assume that the label distributing the track is necessarily the same party authorised to license it.

3. Specify the intended use before negotiating the price. Clearly define the platforms, campaign duration, territory, exclusivity requirements and whether the track will be paired with video. Video use may require sync rights specifically, rather than only general commercial-use permission.

4. Get the license in writing before the content goes live. A verbal confirmation or an informal email is not a substitute for a license document that identifies the track, permitted use, platforms and duration.

5. Keep the documentation on file. Retain the license and related permissions throughout the campaign and afterward. A legal challenge may arrive well after the campaign has ended, and having the documentation readily available can help establish the permissions obtained.

A full step-by-step playbook for licensing Bollywood songs specifically for ad films and TVCs can provide more detail on each stage of this process.

What should the license document actually specify?

At a minimum, a license document should clearly identify:

• The track and recording: The exact song and recording covered, including the version if the film has more than one.

• The permitted use: Whether the license covers commercial use, broadcast, digital content or other specific formats.

• Platforms and channels: The platforms or channels where the content can be published or distributed.

• Duration: The period for which the license remains valid.

• Territory: The geographical markets covered by the license.

• Exclusivity: Whether the license is exclusive or non-exclusive.

If any of these details are missing, vague or left to informal understanding, the license may not cover uses that fall outside its written terms.

For example, a verbal assurance that "it should be fine for social media too" is not a substitute for clearly documented permission. This can become a problem when a brand expands a campaign beyond the use originally agreed upon.

For a Bollywood track, two details deserve particular attention.

First, sync rights. If the track is being paired with video, confirm that the license explicitly permits this use. A general commercial-use grant should not be assumed to include the right to synchronise music with visuals.

Second, exclusivity. Bollywood songs carry strong brand recognition. A competitor using the same track during the same campaign period may dilute a brand's creative impact, even when there is no licensing issue. Exclusivity terms should therefore be discussed and documented rather than assumed.

What are warning signs that a license offer isn't legitimate?

For a brand evaluating a music licensing offer, a few patterns should be treated as red flags before relying on it.

• No written contract: The offer does not include a written agreement, or the agreement refers to the permitted use only in general terms instead of identifying the specific track, platforms and duration.

• An unusually low price: The price is far below what similar tracks typically cost, without a clear explanation. A lesser-known catalogue track being inexpensive may be normal, but an unusually cheap license for a current hit deserves further scrutiny.

• Unclear rights ownership: The seller cannot identify who actually holds the rights or claims to represent a label without naming it or confirming their authority to grant the license.

• Unrealistic usage promises: The offer claims to cover "all platforms, forever" at a flat, unusually low price. This may be inconsistent with how music licensing is commonly structured around specific uses, durations and territories.

• Payment before written terms: Payment is requested before any written licensing terms are shared, reversing the usual process of agreeing to and documenting the terms first.

None of these signs alone proves that a license is invalid. However, each is a reason to verify the offer and the seller's authority with the actual rights holder before relying on it for a live campaign.

Frequently asked questions

Do YouTube or Instagram already have Bollywood songs cleared for brand use?

No. The availability of a song in a platform's built-in music library does not automatically mean that a brand can use it in promotional content.

These libraries may be licensed for personal or non-commercial creator use, rather than commercial brand campaigns. Brands should independently confirm whether the music and the relevant permissions cover their intended use.

This distinction is also relevant to the Zee Entertainment v. Nykaa dispute discussed above.

Is it cheaper to use a less popular Bollywood song instead of a current hit?

Usually, yes, although the difference is not always predictable.

A lesser-known or deep-catalogue track from a major label may be less expensive to license than a current chart-topping hit. Licensing costs generally reflect a song's popularity and recognition value, along with the intended use, duration and exclusivity requirements.

Can a brand use a Bollywood song for a limited time, like a single festive campaign, instead of an ongoing license?

Yes. Licenses can be limited to a specific campaign window rather than covering ongoing use.

A time-bound license can be suitable for a festive campaign or a short promotional activity. Brands should ensure that the license period covers the actual duration of the campaign and any continued use of the content.

Does a brand need separate permission from the composer if it already has the label's permission?

Often, yes. The label typically controls the sound recording, while the composer, lyricist or their publisher may control or administer the composition and lyrics. Permission from the label alone does not automatically establish that the composition-side rights have also been cleared.

The exact permissions required depend on the ownership and administration arrangements for the specific track.

Can a brand license a Bollywood song directly from a composer or lyricist instead of going through a label?

In theory, a brand may approach the composer or lyricist for the composition-side rights if they hold those rights.

In practice, many commercially significant Bollywood compositions are administered through a publisher or a copyright society such as IPRS rather than being licensed directly by the composer or lyricist. A brand may therefore need to approach the relevant administering party.

Does using an instrumental version of a Bollywood song avoid licensing issues?

No. An instrumental version still uses the underlying composition and melody, even if it does not include lyrics or the original recorded vocal performance.

Brands should therefore check who holds or administers the composition rights and obtain the appropriate permissions before using the instrumental version commercially.

Does a regional remake of a Bollywood song need its own separate license?

Usually, yes. A regional-language version is generally a new recording and may include new or adapted lyrics. This can introduce separate composition and recording rights in addition to those associated with the original Bollywood version.

As explained earlier, licensing the Hindi original does not automatically clear a regional remake.

Is Saregama's Music Licensing Platform a way to license Bollywood music directly?

Saregama's Music Licensing Platform allows brands to explore its music catalogue and purchase licenses for songs directly through the platform. However, one limitation is its pricing model: the license price varies depending on the number of followers on the brand's Instagram handle. This means brands with larger followings may have to pay more for the same song.

In comparison, Hoopr Smash offers a more straightforward and transparent licensing experience, without making the price dependent on a brand's Instagram follower count. This allows brands to explore and license popular tracks without follower-based price variations.

Can a brand reuse a Bollywood track it licensed for one campaign in a later, unrelated campaign?

Not automatically. A license is generally granted for a specific use, period and set of platforms. Reusing the same track in a new campaign, even for the same brand, may fall outside the original license unless the agreement explicitly covers that additional use.

Brands should check the original license terms and obtain fresh clearance where required.

Does a Bollywood song used in a film's own trailer get treated differently from a brand using that song in its own advertisement?

Yes. A film trailer is produced and distributed by the film's rights holders as part of promoting the film. This is different from an unrelated brand licensing the same song for its own commercial campaign.

A brand cannot assume that because a song appears in a film's trailer, it is automatically available for the brand's separate promotional use.

Does a brand need a different license if an ad runs only on digital platforms versus on television and in cinemas?

Often, yes. Licenses are commonly scoped to specific platforms and distribution channels rather than granted as blanket permissions for every possible use.

A license covering digital-only use may not include television or cinema distribution, and the reverse may also be true. If a campaign that originally ran as a digital reel is later adapted into a TVC, the brand should check whether the existing license covers the additional use.

Does a brand playing a Bollywood song at a live event need a different license than using it in a video advertisement?

Yes. These are different types of music use and may require separate permissions.

Playing a sound recording at a live event is a public-performance use. This typically falls under PPL's licensing framework for the sound recording, with a separate clearance potentially required for the composition side.

Pairing the same song with video content, such as an event highlight reel, is a sync use and requires the relevant clearances described earlier.

A Bollywood track used both at a live event and in a video recap may therefore need separate licenses covering the two uses.

Conclusion

Bollywood music carries significant brand recognition, and that is precisely why it also carries licensing considerations that brands cannot afford to overlook.

A handful of labels hold much of the commercially valuable catalogue, while the two-layer rights structure means that a track may still have outstanding clearance requirements even after a brand has obtained permission from one rights holder.

None of this means brands should avoid Bollywood music. It means they should identify the relevant rights holders, confirm the permitted use and obtain the appropriate licenses before the content goes live.

Ready to license Bollywood tracks without the back-and-forth? Explore Hoopr Smash to discover popular Bollywood music available for brand use through a self-serve licensing experience.