Sony Pictures joins hands with One Digital talent Raftaar to promote 'Passengers'
Film studio Sony Pictures Entertainment (SPE), India and SonyLIV, the premium Video on Demand (VOD) service by sister concern- Sony Pictures Networks, have teamed up with rapper Raftaar of One Digital Entertainment, a digital content network, for SPE’s next release – Passesngers.
The action thriller starring Hollywood's two biggest stars Chris Pratt and Jennifer Lawrence has been given a local flavour by renowned rapper Raftaar, fresh out of his success of Dhakaad from Dangal.
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.com/dplnk?schema=sony://asset/5262307239001
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”
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."
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.
Around The World