Raftaar, whose digital portfolio is handled by One Digital Entertainment, has created a special rap for Passenger's promotions in INDIA. The song has been launched exclusively on SonyLIV-http://www.sonyliv.
Titled Aadat, the song captures the romance element of the film- between the two strangers (played by Chris and Jennifer) who discover love as they battle imminent death to save the lives of 5000 sleeping passengers on a sinking space ship.
Along with Raftaar, Aadat has been sung by Jubin Nautiyal and Shirley Setia. It's written by Sukumar Dutta and penned by Amit Kumaran.
Aadat will be played in theatres across India before the English and Hindi versions of the film.
On this association, Vivek Krishnani, Managing Director, Sony Pictures Entertainment (SPE) says, “Passengers brings Hollywood's two top stars together for the first time. Both are youth icons and it was therefore natural for us to look at ways to engage with the youth.
With Raftaar being a popular name amongst the millennials, we were confident that partnering with him would be an interesting opportunity for us to create exciting content that finds resonance with the masses in India. With the support of SonyLIV's team and their effort along with One Digital Entertainment we are excited to share Aadat with the audiences”
Gurpreet Singh Bhasin, COO and Co-founder, One Digital Entertainment says, “Being associated with a studio as big as Sony Pictures Entertainment is not only exciting but also a great pleasure. The concept of promoting a Hollywood film in this manner is very innovative and executing this was equally great. We are confident that Raftaar’s connect with the youth will grab the attention of not only the music and movie fanatics but also reach a wider audience base”
Passengers releases in India on 6th January 2017 in 3D in English, Hindi, Tamil and Telugu.
Uday Sodhi, EVP and Head – Digital Business, SonyLIV, Sony Pictures Networks, says “We are absolutely thrilled at having the opportunity to produce a song featuring Raftaar, who is an instant hit and very popular amongst millennials. The song is highly inspired by our sister concern, Sony Pictures Entertainment’s Passengers. Apart from Raftaar, Jubin Nautiyal & Shirley Setia have also lent their voice in this track. SonyLIV has always been innovative in its approach and this is one of the many initiatives in our core brand promise ‘We LIV to Entertain’. We are very confident that our audience will enjoy this latest addition and look forward to produce more such songs in the near future”
About Sony Pictures Entertainment
Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production, acquisition and distribution; television production, acquisition and distribution; television networks; digital content creation and distribution; operation of studio facilities; and development of new entertainment products, services and technologies. For additional information, go to http://ift.tt/L1d9Tv
SonyLIV:
SonyLIV is the first premium Video on demand (VOD) service by Sony Pictures Networks’ (SPN) providing multi-screen engagement to users on all devices. Launched in January 2013, it enables users to discover 21 years of rich content from the network channels of Sony Pictures Networks’ Pvt. Ltd. It also provides a rich array of movies, strong line-up of events across all sports, shows, music, product reviews. With 27 million app downloads so far, LIV is the first amongst its competition to provide original exclusive premium content.
As a true pioneer in its space, Sony LIV launched India’s first-ever original show exclusively for the online platform earlier this year. With #LoveBytes, it became the country’s first digital video-on-demand (VOD) platform to introduce an innovation of this nature.
Streaming the biggest football tournament of 2016 – UEFA European Championship 2016 and making SonyLIV the most preferred online destination for football fans. With 20 million hits from highly engaged urban sports millennials and 90 million interactions
About One Digital Entertainment
One Digital Entertainment is India’s premier digital content network currently managing 2500+ content creators and channel partners with over 17 billion minutes of content been consumed on their network so far. The One Digital Entertainment network currently specializes in content across Music, Food, Comedy, Bollywood, Fashion and Lifestyle and manages some beacon creators like Yo Yo Honey Singh, Sanjeev Kapoor, Baadshah, Raftaar, Mika, Anubhav Sinha, Tiger Shroff, Mostly Sane, Rannvijay, Speed Records, Food Food TV, Fever 104 FM, Neeta Lulla, Viacom 18 Motion Pictures to name only a few. One Digital Entertainment has nurtured important partnerships not only with online giants like YouTube, Facebook, Dailymotion, iTunes but also with brands and the creative community.