Ekta to launch song of Shor In The City on TV | bollywood | Hindustan Times
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Ekta to launch song of Shor In The City on TV

bollywood Updated: Mar 30, 2011 14:32 IST
Prashant Singh
Prashant Singh
Hindustan Times
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The small screen is certainly getting bigger. And TV czarina Ekta Kapoor knows how to come up with a novel promotional blitzkrieg. She is all set to take movie marketing a step further by launching the first song of her upcoming film Shor In The City on her popular daily soap Pavitra Rishta. The romantic love ballad, Saibo, will be launched on the March 31 episode.

"It’s going to be an innovative and clutter-breaking step. Usually, press conferences are organised to launch a film’s music but since Ekta is the producer of both Shor In The City and Pavitra Rishta, we thought, ‘why not use the TV show to launch our song,’" says Tanuj Garg, CEO, Balaji Motion Pictures.

TussharFilm songs are regularly used in daily soaps, but its for the first time that a new song of an upcoming film will be launched on a TV show before the movie’s official launch. The song will be used in a dream sequence pictured on the show’s leads, Manav and Archana.

"Pavitra Rishta is the top daily soap right now with TRP of four plus. It will help us reach an unimaginable number of people directly. And it’s not going to be a forced assimilation. Since Manav and Archana are lovebirds, the love number is going to be a seamless integration," says Garg.

Balaji Motion Pictures’ Shor in the City is an edgy and dark comedy revolving around stars like Tusshar Kapoor, Sendhil Ramamurthy, Preeti Desai, Radhika Apte and Nikhil Diwedi in three loosely interconnected stories set in the midst of the noise and grime of a metropolitan.

“I don’t think we are missing out on press coverage because audiences too notice if makers are coming up with new promotion mantras. I am sure it’s going to work because it’s a fresh idea to launch a song on a top national TV show,” concludes Garg.