If you have ever heard a Haryanvi song go viral on Instagram Reels — and in 2025 and 2026, you almost certainly have — there is a very good chance a man from Jind was behind it.
His name is Chetan Redhu. Most people in the industry know the brand: BH Reel. But almost nobody outside of Haryana’s tight-knit music circle knows the actual human being — his origin story, his near-collapse, and why he might be the most quietly influential figure in North India’s booming regional music economy.
We sat down with Chetan Redhu on the Peddler Media podcast to get the real, unfiltered account. What he shared is one of the most honest insider stories you will hear from anyone operating inside the Haryanvi music industry today.
Who Is Chetan Redhu?
Chetan Redhu is the founder of BH Reel, a Chandigarh-based music promotion and digital marketing company that has played a direct role in the viral success of some of Haryana’s biggest songs. We are talking about tracks like Bhai Tera Gunda, 52 Gaj Ka Daman, Villan Rehne De, Naachungi Zaroor, and Bhagat Aadmi — songs that collectively sit in the hundreds of millions of views territory.
He is not a singer. He is not a music producer. He is the person who figured out, before most others did, that getting a great song in front of the right audience at the right time is just as important as making the song itself.
Before BH Reel, he was working a bank job. Before the bank job, he was running a Facebook page called Branded Haryana — entirely for fun, with no commercial intent whatsoever. That page changed everything.
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The Date That Started It All: October 28, 2018
Chetan Redhu remembers the exact date his career pivoted. October 28, 2018.
An artist named Rohit Tehlan reached out to him on Facebook. Rohit had noticed that Branded Haryana had a decent following — around 2,200 followers at the time — and asked if Chetan could help share his new song. Nothing formal. No contracts. Just a favour between two people who had connected online.
Chetan Redhu rounded up a few friends, shared the track across pages and WhatsApp groups, and the song — Bewde Yaar — pulled in 2.5 lakh views in a single day.
That same day, five big Haryanvi songs had released simultaneously. Bewde Yaar outperformed all of them.
Rohit was stunned. And he gave Chetan a piece of advice that would define the next several years of his life: “This is a real business. Start charging for it.”
Chetan Redhu had not even known that promotion was a monetisable service in the music industry. He did not know that people with fan pages were already charging artists for shares. Rohit explained how it worked, and Chetan got to work.
From Branded Haryana to BH Reel: The Naming Strategy That Was Pure Jugaad
The journey from the page name Branded Haryana to the company name BH Reel is actually a masterclass in practical SEO thinking — even if Chetan Redhu would not call it that.
Branded Haryana was too long. When collaborators and artists wrote it out anywhere, it took up too much space. So the name got trimmed to BH. Then TikTok arrived in India, followed by Instagram Reels. When TikTok was banned in 2020 and Reels became the dominant short video format, Chetan Redhu added Reel to the back of BH.
The calculation was simple: anyone searching for reel promotion in Haryana would now find BH Reel sitting at the top. It worked.
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Behind the Scenes: What Does BH Reel Actually Do?
This is where most outsiders get confused. BH Reel is not just a company that sends your song to a list of influencers. It is significantly more layered than that.
Music Promotion: At its core, BH Reel runs targeted promotion campaigns — matching songs to the right influencers, pages, and creators based on the tone and target audience of the track. Chetan Redhu is explicit that he builds a fresh list for every single project. There is no one-size-fits-all catalogue. A song like Bhai Tera Gunda was pushed heavily on the UP circuit because that audience responds to that energy. A different song gets a completely different approach.
Music Projects: BH Reel has produced and co-produced its own songs — not just promoted them. Bhai Tera Gunda, Villan Rehne De, Villan Again, Naachungi Zaroor, and Tokk are all BH Reel projects. The Tokk song, featuring Vishavjeet Chaudhary as the singer and Kuldeep in the video, sits at approximately 150 million views today.
Label Management: BH Reel has managed entire music labels from launch. The label Haridun saw its very first song hit 150 million views. Concept Haryanvi’s debut crossed 50 million.
Casting and Events: Influencer casting for song videos and college event bookings for artists are also part of the BH Reel service stack.
Music Distribution: Getting a song on Spotify, JioSaavn, Instagram audio, and 150+ global platforms — BH Reel handles that too.
Read Also: Beyond Views: How Vikram Malik Changed the Haryanvi Music Scene
The Industry Controversy: Addressing the Payment Delays Direct
Ask anyone in Haryanvi music circles about BH Reel and the word payments will come up. Chetan does not dodge this.
He explains it clearly: BH Reel operates on a model where influencers and creators are often on retainer-style agreements — what he calls salary-based exclusives. These creators work primarily with BH Reel in exchange for a fixed monthly amount, regardless of how many campaigns come in that month.
The problem? The music industry runs on a delayed payment cycle. A campaign done this month gets paid next month, funded by the next client’s advance. When Chetan was hospitalised after an accident for two months and incoming work slowed, that cycle broke. Payments to creators got delayed.
He is also candid about the fact that some client payments — including for a song called Prabhu Ki Leela — remain stuck on the client’s side even two and a half years after release, which directly impacts his ability to pay downstream.
The salary-based creator model he has built is, by his own account, something no other promotion company in North India currently offers at scale. He takes pride in it — and takes responsibility when it breaks down.
The ₹25-30 Lakh Crash That Almost Ended Everything
Chetan Redhu’s lowest point came after he tried to scale too fast through a partnership model — brought on by the fear of competition from a Punjabi promoter who had two partners and a longer influencer list.
He took on two partners to match that scale. The arrangement worked on paper. BH Reel was processing ₹40 lakh worth of promotion work every month. But Chetan was in back-to-back meetings until 3 AM every night, trusting his partners to handle payments. He found out in December, when the entire system came apart, that influencers had not been paid and the company accounts were empty.
The final damage: ₹25-30 lakh in the negative. Phones buzzing constantly. Messages from every side. A point where, in his own words, he was staring at the ceiling fan.
He came back. He paid it off. He rebuilt — alone this time. The lesson he carries: never outsource the core of your business to someone whose financial incentives are not fully aligned with yours.
Watch Chetan Redhu open up about this dark phase on our podcast:
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Future: Rebuilding Haryanvi Cinema for the Streaming Era
Chetan Redhu is not interested in staying where he is. He has been pushing for Haryanvi cinema for the last few years — not just music.
He already promoted a Bollywood film produced by director Anup Thapa and Rahul Kaushik, with BH Reel’s name in the opening credits under social media promotion. He wants that kind of work, at scale, for Haryanvi productions.
His argument is straightforward: Haryanvi music is already pan-India. Songs from Haryana are playing in Dehradun, Nainital, and Mumbai. The audience exists. The missing piece is a Haryanvi cinematic identity — an equivalent of what Punjabi cinema has built in theatres, or what Panchayat has done for UP-Bihar on streaming platforms.
“If the content has weight,” he says, “language is not a barrier.”
Why Chetan Redhu Matters — And Why You Have Not Heard of Him Until Now
The Haryanvi music industry has plenty of visible faces — the singers, the music directors, the label owners. The promotion infrastructure that actually gets those songs in front of a hundred million people remains largely invisible.
Chetan Redhu is one of the few people in that invisible layer willing to talk openly about how it actually works — the economics, the failures, the influencer dynamics, the gap between a great song and a viral one.
He is not a celebrity. He is something more operationally important: the person who understood distribution before the industry did.
