MUMBAI: The title track of the much awaited film ‘Ae Dil Hai Mushkil’ seems to have been the fastest on the road to a million, hitting almost 3.5 million in a week since its launch on 30 August 2016. The title track gained over a million streams in just 48 hours on India’s leading digital music streaming services Saavn.
Saavn, the official music streaming partner for the film has struck a milestone with the release of the first single ‘Ae Dil Hai Mushkil’. The song generated half a million streams on the day of release and arrived at 3.5 million+ streams in a week thereby setting a new record on Saavn.
On YouTube, the official video was released on 6 September 2016 and got over two million views within just 24 hours. The heart-rending song is composed by Pritam, lyrics are penned by Amitabh Bhattacharya and has been sung by Arijit Singh. Presented by Dharma Productions and Fox Star Studios, the film’s music has been released by Sony Music.
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Starring Ranbir Kapoor, Aishwarya Rai Bachchan, and Anushka Sharma, the soundtrack has quickly solidified as a smash hit ranking #1 on Saavn’s Weekly top 15 chart. A week after the release, it was the fastest song on Saavn to hit over one million streams in 2 days and 3.5 million in a week, making it a record- breaker.
“We’ve broken several records with our music streaming partnership with Saavn before and it’s exciting to see the humungous response to the title song from ‘Ae Dil Hai Mushkil’ even before the release of the song video. It’s an exciting new step towards creating excitement among the fans around the song release.” said Sony Music senior marketing director Sanujeet Bhujabal.
Commenting on the response, Saavn co-founder and executive chaiman Paramdeep Singh said, “It’s an exciting time for us as we are breaking new records every month. These numbers prove that we are reaching more people faster than we ever have.”
the director of the movie, Karan Johar, says “I am super thrilled to hear that the song is breaking records since the time it launched. It is one of my personal favourites too. We are glad we partnered with Sony Music and Saavn for the film.”
Watch the full video:
