MUMBAI: Eros International launched a band ADZ – Rising in Mumbai on Friday during the music launch of its forthcoming film Aa Dekhen Zara.
In a unique marketing initiative, Viki Rajani, the producer of Jehangir Surti’s Aa Dekhen Zara in conjuction with Gaurav Dasgupta, has created a band to promote the film. The band will follow a club trail and perform at leading hotspots in various cities over the next few weeks across the country including Mumbai, Bangalore, Delhi as part of the film’s music promotion. Neil Nitin Mukesh will accompany the band during the various club performances
In a performance by the band led by the film’s music director Gourav Dasgupta, the lead cast of the film – Bipasha Basu and Neil Nitin Mukesh also joined the band on stage. What followed was a performance by the band and Neil himself who has sung the title track Aa Dekhen Zara accompanied by an enthusiastic Bipasha grooving to the tunes.
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Speaking about the initiative Rajani says, At Eros, we constantly endeavor to create a buzz around our releases through innovations as these to break the clutter around the numerous film releases. What better than a launch of a sensational and talented band like ADZ Rising led by the music director himself to promote the film’s music and I must say the band along with my cast did a fabulous job at the performance last night….
ADZ Rising is led by Gourav Dasgupta along with Dibyendu Mukherjee – vocalist and drummer, Roshan on keyboard and Miss India Earth 2003 Shweta Vijay – female vocals and guitarist – Mizo Gourav has also given music for the film’s title track. The rest of the film’s tracks have been composed by Pritam
The last time a Hindi film floated a band to promote its music was for Anurag Basu’s Life in a Metro, when composer Pritam floated a band, Metro, to promote the film’s tracks, including Alvida and In Dino.
