In a world dominated by social media promotions and paid campaigns, it’s refreshing to see artists going old-school and interacting with people face-to-face. Recently, veteran Bollywood actress and The Kapil Sharma Show judge Archana Puran Singh’s elder son Aaryamann Sethi decided to take a unique route to promote his newly launched track titled “Madhubala” — by standing at a bustling Mumbai traffic signal with nothing but a pair of headphones, a poster, and a lot of passion.
The impromptu street promotion was not just a marketing stunt but a heartfelt attempt to receive genuine reactions from the public, without the filters of fame or curated comment sections. Joined by his younger brother Ayushmaan Sethi and girlfriend, actress Yogita Bihani, Aaryamann ventured into the streets of Bandra to gauge the real response to his creative work. What followed was a fun, slightly chaotic, yet immensely humanising experience that resonated with fans and strangers alike.
Aaryamann A Musical Mission: From Studio to Street
The song ‘Madhubala’, a fresh independent release, marks Aaryamann’s exploration of his musical identity. Rather than rely solely on digital ads or Instagram reels, Aaryamann opted for a more personal approach — sharing his song with people on the street, face to face.
Armed with a handwritten yellow signboard reading, “Hey, come listen to our song”, and a phone loaded with the track, the trio began their street adventure. Their chosen location? Mumbai’s vibrant Bandra, known for its artsy crowd and film-loving vibes. From college students to local vendors and everyday Mumbaikars stuck in traffic, the group reached out to people from all walks of life.
Their goal? Not just to make people listen, but to watch them react in real time — facial expressions, nods, smiles, critiques — all raw and honest.
Aaryamann The Nerves and the Notoriety
As the vlog documenting the experience shows, Aaryamann was clearly nervous. “What if people don’t like it?” he pondered out loud, echoing a fear every artist knows too well. It’s a vulnerable moment — watching someone listen to your art while standing just feet away.
Meanwhile, Ayushmaan, who directed the music video for the track, added a dose of comic relief by mimicking Nana Patekar’s character from the film Welcome — a typical brotherly tactic to lighten the mood. His antics caught attention too, setting the stage for some memorable interactions.
Aaryamann: Real Reactions Over Filtered Likes
The first few people they approached were hesitant, but eventually, curiosity won. With headphones on, passersby started listening to the track — and their spontaneous feedback began pouring in.
Interestingly, not everyone recognised who Aaryamann, Ayushmaan, or even Yogita Bihani were. But some did — and with excitement! Fans approached them for selfies, some shared how they religiously watch Archana Puran Singh’s family vlogs on YouTube, and others expressed surprise on discovering that the boys are Parmeet Sethi and Archana’s sons.
One particularly amusing incident involved a fan recognising Ayushmaan and commenting that he looked like Parmeet Sethi. The man had no idea that Aaryamann even existed, despite him being the older sibling.
This led to a hilarious yet slightly emotional moment when Aaryamann joked:
“Mai pehle aaya tha. He knows both Mom and Dad and even Ayushmaan, but he doesn’t know me. Jitne bhi vlogs kar lu, log pehle isse hi pehchaanenge. Dusra beta toh tha hi nahi.”
(Translation: “I came first. He knows both Mom and Dad and even Ayushmaan, but doesn’t know me. No matter how many vlogs I do, people will still recognise him first. It’s like the other son never existed.”)
It was a rare and candid moment that revealed the reality of being in the shadow of more recognisable faces, even within your own family.
Yogita Bihani: The Supportive Partner and Promotional Genius
Adding to the emotional layer of the day was Yogita Bihani, known for her roles in TV and films, and now also for her constant presence in the Sethi family’s vlogs. She played the perfect girlfriend and co-promoter, encouraging both brothers and managing the interactions with grace and enthusiasm.
In a bid to test the authenticity of public feedback, Yogita suggested that Aaryamann temporarily walk away from the scene. This would eliminate the possibility of biased praise due to his identity as Archana Puran Singh’s son.
The plan worked surprisingly well. Even when Aaryamann wasn’t around, people still appreciated the song, and many asked who the artist was. The honest feedback gave Aaryamann a much-needed confidence boost.
To lighten the mood, Yogita quipped:
“Aap sab kehte rehte ho na ki Ayush ko lekar aao vlog mai, yeh karta hai yeh jab vlog mai aata hai.”
(Translation: “You all keep asking to bring Ayush on the vlogs — well, this is what he does when he comes on.”)
Her playful remark, combined with Ayushmaan’s comic timing and Aaryamann’s heartfelt vulnerability, gave the vlog a wholesome and entertaining vibe.
The Bigger Picture: Why This Matters
While this might just look like a small promotional vlog to some, it reflects something much deeper — the changing landscape of celebrity culture, where vulnerability, rawness, and realness trump glossy image-building.
In an age where everything is often scripted or filtered for the gram, Aaryamann’s open display of anxiety, coupled with Ayushmaan’s lightheartedness and Yogita’s groundedness, created a genuinely relatable narrative. Many viewers could see themselves in the shoes of these young artists trying to find validation for their work.
It also shines a light on the importance of public spaces in cultural promotion. Streets have long been stages for new music, theatre, activism, and now — vlogs.
From ‘The Kapil Sharma Show’ to the Streets of Bandra
Archana Puran Singh, one of Indian television’s most beloved figures, is known for her infectious laugh and effervescent personality. But behind the screen, she and her husband, veteran actor Parmeet Sethi, have quietly supported their sons as they carve out their own creative paths.
With the launch of ‘Madhubala’, Aaryamann has taken a significant step towards establishing himself in the Indian music scene. And by promoting it the way he did — out in the open, vulnerable, unscripted — he has gained not just listeners, but respect.
Final Thoughts: A New-Age Musical Journey
The streets of Mumbai have witnessed countless dreamers over the years, but every now and then, one comes along who dares to be different — not just in ambition, but in approach. Aaryamann Sethi’s street-level promo for ‘Madhubala’ is a beautiful blend of humility, humour, and hustle.
Whether you’re a fan of indie music, curious about celebrity families, or someone just looking for a genuine story in today’s influencer-dominated world, this journey from song to street is well worth following.
If you haven’t already, check out ‘Madhubala’ on YouTube and Spotify, and perhaps, the next time you see a yellow poster inviting you to “come listen to our song”, take a moment. It might just make your day.
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