MUMBAI: BIG Music launched the music of David Dhawan’s Do Knot Disturb in Mumbai recently.
This is the first time that a music company in India has launched the music of a Bollywood film on an SD (Secure Digital) card, that enables listeners to load and store this in their mobile phones and MP3 players.
Speaking to Businessofcinema.com on the same, BIG Music AVP digital and new media Sunil Meghrajani said, "The SD card is a memory card that is often used by handset users, they use it for various reasons like storing data, music files, images and today there is a large market of 420 million people who are mobile phone subscribers and the handset has become a player of choice for a lot of users who use it not only to make voice calls but also as an entertainment device, that is the main reason we decided to package content on an SD card make it available to them. The pricing strategy, on keeping it at par with the blank card is an anti-piracy strategy we have adopted."
The SD card is priced at Rs 699, while the music CDs are priced at Rs 160.
Besides Dhawan, those present at the launch were actor Govinda, producer Vashu Bhagnani, music director Shravan, lyricist Sameer and singers Neeraj Shridhar and Anushka Manchanda.
While actors Ritesh Deshmukh and Lara Dutta joined via video conference from London, where they are currently shooting for Sajid Khan’s film Housefull, the two other stars of the film Sushmita Sen, who is out of Mumbai and Sohail Khan, who is busy with his forthcoming film Kissan, were not able to attend the event.
BIG Pictures COO Sunir Kheterpal said, "Films directed by David Dhawan have always had a vastly popular music and Do Knot Disturb highlights it yet again. The music will grow on the audience and listeners as we move towards the film’s release."