Mumbai : One of the most anticipated releases of Bollywood this year, Anurag Kashyap’s Bombay Velvet starring Ranbir Kapoor and Anushka Sharma, is premiering its song titled Mohabbat Buri Bimari, first on hotstar.
In what is seen as a first for cinema anywhere in the world, Fox Star Studios is premiering this song on the new digital platform hotstar, in the middle of a sports tournament. The song will play out at 7.45pm on 17th April, Friday, just before the Pepsi IPL 2015 match between Mumbai Indians and Chennai Super Kings on hotstar.
This would be the first time any Hindi film is premiering a song on a mobile platform like hotstar. The event is likely to attract a few million fans and give a dramatic fillip to Fox Star Studios’ launch of one of its biggest movie releases of 2015.
Since launching on Feb 1st, hotstar has taken the Indian digital world by storm. With a million downloads in the first 6 days and nearly 15 million downloads since launch, hotstar has seen the fastest adoption of any digital service anywhere in the world.
Speaking of the association, Shikha Kapur, Chief Marketing Officer, Fox Star Studios India, said: “We are excited about this premier. We believe this innovation will be a trailblazer for Indian cinema and an example of how it can engage with an audience that is young and on a mobile phone. We live in times where the digital doorway is omnipresent and is fast becoming the most effective and astute way to reach out to consumers. Bombay Velvet is a special film. And its song is being launched on a special platform, hotstar.”