MUMBAI: Reliance ADAG’s Big FM has struck an exclusive radio partnership with Farhan Akhtar’s new film Rock On that releases on 29 August worldwide. Rock On, incidentally, is a Big Pictures presentation.
Rock On marks the debut of Farhan Akhtar as an actor and singer and Big FM has chalked up exhaustive plans for the movie promotion to create a buzz around it. Ironically, the I-Rock finals (the Independence Rock festival is in its 23rd year ) are also scheduled for this weekend in Mumbai, and the pre-gigs begin on the day the film releases. The radio staion is planning to have live performances by trio Shankar- Ehsaan -Loy as well as Farhan Akhtar. As a part of this promotion, the station will be hunting for Campus Rockstars and also plans to conduct a mesmerizing Jugalbandi between Farhan and dad Javed Akhtar.
Though the music of Rock On makes a fairly good rock album, it’s certain (at least, on the first two days of the film’s release) that rock music lovers would rather prefer some live action and head bang for the bands that would be playing at I-Rock instead of sitting in theatres with popcorns watching Rock On. Since the movie’s release date clashes with one of the biggest festivals of rock music, this is also a good opportunity to observe how audiences react to the present rock music phenomenon in India. And, at this hour, what would they prefer – reel or real.
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