Mumbai: Pakistani band Strings’ latest album Koi Aanay Wala Hai to be released by Sony BMG in India on 19 May is the most expensive music video ever shot in the history of Indi pop. Now, Sony BMG has taken their trademark marketing innovation to another level by showcasing the video in movie theatres. Sony BMG & John Abraham Entertainment have come together for the first time to present this unique video.
This will be the first Indi pop video ever that will have a theatrical showcase. From 16 May onwards, preview of the video will play just before the much-awaited Bollywood release Jannat.
Playing on MTV since 12 May and posted on popular websites like youtube.com, this video began to initiate positive responses with each viewing. The most expensive Indi pop video ever, Koi Aanay Wala Hai has been shot in Kuala Lumpur, Malaysia. Leading ad filmmaker and director of the video, Ravi Udyawar has created a masterpiece. Shot on 35 mm, the video showcases stylish direction as well as post-production, with the SFX itself taking almost 3 months of post production work. This includes editing the huge cranes from the frames, digitally simulation, and stunts.
Having proven his acting skills in movies like Jism, Zinda and Water, Abraham features as an angel in the video in an association with internationally renowned Pakistani rock band, Strings’ latest album after a gap of four years. The basic concept of the video is, ‘There is an angel watching over everyone.’
Sony BMG managing director Shridhar Subramaniam says, "When we saw the video for the very first time, we knew that it was completely outstanding in terms of scale, concept, and presentation. Therefore, we decided to put the promo on the biggest screen and have it run in theatres. Moreover, Jannat is the most awaited release for this season – this ensures that Koi Aanay Wala Hai gets the optimal exposure and mileage with the relevant target audience!"
The music of the album Koi Aanay Wala Hai takes inspiration from contemporary British rock & music from 60’s and 70’s. It features 10 energetic tracks composed by the duo Faisal Kapadia and Bilal Maqsood. Both Kapadia and Maqsood have sung in the album and they believe it is their best work so far.