Released in 2019, 'Gully Boy', helmed by Zoya Akhtar and Reema Kagti, wasn't only a formidable commercial success but also went on to carve a special place in the hearts of the audience. The film paved a way for Hindi hip-hop music, and brought a lot of underground artists to the limelight. 

Today, Zoya Akhtar, Reema Kagti's 'Tiger Baby Films' launch the 'The Gully Grove Challenge' on social media, to call upon users to create a reel video of 30 seconds of the superhit song from the movie ‘Apna Time Aayega’ to express themselves creatively. This could involve rapping, dancing, running, driving, cooking — whatever they can imagine.