Pulling out all stops in the promotion of its keenly anticipated comedy, SHOR - IN THE CITY, Balaji has integrated with Zee to premiere a track from the film on its TRP-topping soap, 'Pavitra Rishta', the No.1 show on Indian television.
Although film songs are often used in TV serials, this will be the first time a song is exclusively launched on TV. The soft romantic ballad, 'Saibo', composed by Sachin-Jigar, written by Sameer and Priya Panchal, and rendered by Tochi & Shreya Ghoshal, will feature in the background of the 'Pavitra Rishta' episode. If the initial buzz on the track is anything to go by, it is set to emerge a big one for love-birds.
'Saibo' (pictured in the film on Tusshar and Radhika Apte) will be used in a dream sequence involving the show's leads, Manav (Sushant Singh Rajput) and Archana (Ankita Lokhande).
"Sony Music has always been a pioneer in discovering new and trend-setting sounds with innovative solutions for promoting artistes and music. With SHOR IN THE CITY, we have extended our relationship with Balaji a step further by developing chartbuster music in close creative collaboration with their team," said Sanujeet Bhujabal, Director Marketing, Sony Music India.
"It's a seamless integration between two Balaji properties - a forthcoming film and the biggest TV soap. Sony Music are the right music partners for this film," stated Tanuj Garg, CEO - Balaji Motion Pictures.
The soundtrack, which is expected to contain a remixed version of 'Saibo' by DJ Suketu in addition to the original, has been slated for a release next week.
SHOR IN THE CITY releases in cinemas nationwide on April 28.