Yash Raj Films partners with MTV for Hum Tum video
14th May 2004
10.44 IST
By ApunKaChoice Bureau
MTV music channel entered into partnership with Yash Raj Films to produce a music video for the title track of the latter's upcoming romantic comedy Hum Tum .
The title track called 'U n I (Mere Dil Vich Hum Tum)', is produced by hip-hop bhangra sensation, Rishi Rich. It is the first time that Yash Raj Films has used an international artiste for their soundtrack.
''Never before has Bollywood experimented with creating a music video exclusively as a marketing tool. We are delighted to be the first with MTV in this unique innovation,'' said Kunal Kohli , who directs the Saif Ali Khan - Rani Mukherjee starrer.
It is also the first time that Rich has produced a track, especially for a mainstream Hindi Film. He said ''it was a great experience working with two respectable companies, Yash Raj Films and MTV. ''We were really well'' and hopefully it will open up doors for other international actors in Bollywood.''
According to Ashish Patil, Director Programming, MTV Networks India, ''MTV is delighted to partner with the granddaddy of Bollywood, Yash Raj Films, and the 'baap' of modern bhangra sound, Rishi Rich. With this, we will establish that MTV is the best partner for ground-breaking promotions.'' Set in Mumbai, the music video will be aired on MTV from May 21.
MTV music channel entered into partnership with Yash Raj Films to produce a music video for the title track of the latter's upcoming romantic comedy 