Bombay Velvet's song premieres on hotstar

The first song from the much anticipated Bollywood movie 'Bombay Velvet' was exclusively premiered on hotstar, the video streaming platform from Star India.

The first song from the much awaited Bollywood movie 'Bombay Velvet' was exclusively premiered on hotstar, the video streaming platform from Star India. Anurag Kashyap's 'Bombay Velvet' stars Ranbir Kapoor and Anushka Sharma.

The brand claims this to be a first-of-its-kind innovation in cinema anywhere in the world.

Fox Star Studios launched this song, titled 'Mohabbat Buri Bimari', on the new digital platform hotstar, in the middle of a sports tournament. The song played out at 7.45 PM on April 17, Friday, just before the Pepsi IPL 2015 match between Mumbai Indians and Chennai Super Kings.

Speaking of the association, Shikha Kapur, chief marketing officer, Fox Star Studios India, says, "We are excited about this premiere. 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."

Hotstar has content across sports, TV shows and movies in seven languages, and was launched on February 1, 2015, just 14 days before the ICC Cricket World Cup 2015. The platform has garnered nearly 15 million downloads in a month.

'Bombay Velvet', which is a large-screen adaptation of Gyan Prakash's 'Mumbai Fables', will be released on May 15.