MUMBAI: Ibibo.com and Sony Music have joined hands to promote Kailash Kher’s new album – Kailasa Chaandan Mein – through an innovative program.

Three ibibo users will get to sing with Kailash Kher in a professional studio. One of them, if exceptionally talented, will get a chance to sing with Kher that will entail cutting a track with him. The duet, when sung by the ibibo winner and Kailash, will be mastered and made available through digital distribution on ibibo.com.

Ibibo users will be prompted to sing Kailash’s single Na Batati Tu straight from their mobile devices, using ibibo’s voice platform. This promotion reaches out to audiences outside the Internet universe and taps audiences using mobile devices. Users can SMS Kailasa to 5676746 to participate.

"The promotion of Kailash’s new album reinstates ibibo’s commitment to promote the latest music with the latest technology with specific focus on stimulating user engagement and delivering a unique experience to audiences. Enabling users to sing Kailash Kher’s latest hit single straight from their mobile devices is a new engagement mechanism that leverages mobile platforms on ibibo.com. This is yet another example of ibibo.com and Sony Music joining hands to chart out innovative ways to promote music in India," said ibibo.com associate director – entertainment marketing Siddhartha Deshaprabhu.

Chaandan Mein is the third album of Kailash Kher with Sony Music. Sony Music director marketing Sanujeet Bhujabal added, "We at Sony Music have always believed that when path-breaking content is coupled with innovative marketing – it makes it bigger. And one of the critical things you need for this are partners who have both the capability and enthusiasm to set new benchmarks – which we have found in ibibo.com. The scale and ingenuity of this activity makes it unlike anything which has been ever done before in not only the music industry – but the entertainment industry as a whole."