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SPE, Sony Liv team up with One Digital for ‘Passengers’
MUMBAI: Leading film studio Sony Pictures Entertainment ( SPE) India and Sony Pictures Networks India’s premium video-on-demand (VOD) service Sony Liv have teamed up with One Digital Entertainment for SPE’s next release ‘Passengers’.
The action thriller starring Hollywood’s two biggest stars, Chris Pratt and Jennifer Lawrence, has been given a local flavour by renowned rapper Raftaar, fresh out of his success of ‘Dhakaad’ from ‘Dangal’.
Raftaar, whose digital portfolio is handled by One Digital Entertainment, has created a special rap for the film’s promotions in India. The song has been launched exclusively on Sony Liv.
Titled ‘Aadat’, the song captures the romance element of the film—between the two strangers (played by Chris and Jennifer) who discover love as they battle imminent death to save the lives of 5,000 sleeping passengers on a sinking space ship.
Along with Raftaar, ‘Aadat’ has been sung by Jubin Nautiyal and Shirley Setia. It’s written by Sukumar Dutta and composed by Amit Kumaran. ‘Aadat’ will be played in theatres across India before the English and Hindi versions of the film.
Sony Pictures Entertainment (SPE) MD Vivek Krishnani said, “Passengers brings Hollywood’s two top stars together for the first time. Both are youth icons and it was therefore natural for us to look at ways to engage with the youth.
With Raftaar being a popular name amongst the millennial, we were confident that partnering him would be an interesting opportunity for us to create exciting content that finds resonance with the masses in India. With the support of Sony Liv’s team and their effort along with One Digital Entertainment, we are excited to share ‘Aadat’ with the audiences.”
Sony Pictures Networks EVP and head of digital business Uday Sodhi said, “We are absolutely thrilled at having the opportunity to produce a song featuring Raftaar, who is an instant hit and very popular amongst millennials. The song is highly inspired by our sister concern, Sony Pictures Entertainment’s ‘Passengers’. Apart from Raftaar, Jubin Nautiyal and Shirley Setia have also lent their voice in this track. Sony Liv has always been innovative in its approach and this is one of the many initiatives in our core brand promise ‘We Liv to Entertain’. We are very confident that our audience will enjoy this latest addition and look forward to producing more such songs in the near future.”
One Digital Entertainment COO and co-founder Gurpreet Singh Bhasin said, “Being associated with a studio as big as Sony Pictures Entertainment is not only exciting but also a great pleasure. The concept of promoting a Hollywood film in this manner is very innovative and executing this was equally great. We are confident that Raftaar’s connect with the youth will grab the attention of not only the music and movie fanatics but also reach a wider audience base.”