Raftaar raps in Hindi to promote upcoming Hollywood flick 'Passengers'

By afaqs! news bureau , afaqs!, Mumbai | In Digital | December 30, 2016
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Created by film studio Sony Pictures Entertainment's VOD platform SonyLIV and digital content network One Digital Entertainment, the song has been launched exclusively on SonyLIV and will be played in theatres soon.

Film studio Sony Pictures Entertainment (SPE) India, and SonyLIV, a premium Video on Demand (VOD) service by sister concern Sony Pictures Networks, have teamed up with One Digital Entertainment, a digital content network for SPE's next release - Passengers, a Hollywood movie. The action thriller starring Hollywood's Chris Pratt and Jennifer Lawrence has been given a local flavour by rapper Raftaar.

Passengers

Raftaar, whose digital portfolio is handled by One Digital Entertainment, has created a special rap for Passengers' promotions in India. The song has been launched exclusively on SonyLIV.

Titled Aadat, the song captures the romance between the two strangers in the film (played by Pratt and Lawrence) 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. And is 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. Passengers releases in India on January 6, 2017 in 3D in English, Hindi, Tamil and Telugu.

Vivek Krishnani

Gurpreet Singh Bhasin

Uday Sodhi

On this association, Vivek Krishnani, managing director, Sony Pictures Entertainment (SPE), says in a press release, "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, chief operating officer and co-founder, One Digital Entertainment, says in a press release, "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"

Uday Sodhi, executive vice-president and head - digital business, SonyLIV, Sony Pictures Networks, says in a press release, "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."

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