MUMBAI: Music label Universal Music India has partnered with Ten Sports to unveil the desi version of DJ Alesso’s track ‘Heroes (We Could Be)’ which will celebrate Cricket. The Indian version of the track is crooned by ‘Baby Doll’ famed singer- Kanika Kapoor.
The timing of the track is such that it will tap into the right target audience. Grammy-nominated Swedish DJ/producer Alesso was behind the original track, which features Tove Lo.
The Indian version is penned by Manoj Yadav. The ‘Chittiyaan Kalaiyaan’ singer has also shot a video for the song and features the various cricket series that have been telecast on Ten Sports Network.
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Universal Music / EMI Music, South Asia Managing Director Devraj Sanyal said, “It will be launching today across the Ten Sports Network, who are our partners on this project. From next week onwards it will air across other channels on maximum rotation.”
He further added, “Cricket’ and `Bollywood’ are considered ‘religions’ in India and we have brought the two together on this exciting sporting project. Obviously, timed when the country is high on cricket fever. Kanika Kapoor as we all know has swept the Bollywood music awards this year with her massive film hits, making her the hottest voice currently on the scene. So she was always our first choice to sing on this International EDM hit from Alesso. And since we share a great working relationship with the Ten Sports Network, we reached out to them to come on board this project. They readily agreed as they have a busy cricket schedule for 2015, so it fits in well.”
However, he ruled out the possibility of releasing of any new tracks anytime soon.
Speaking on the track, Kapoor said, “I am thrilled to be part of this exciting ‘sporting’ project. It is unlike anything I have done before and in India it can’t get any bigger than the sport of ‘cricket’.” Kapoor has been awarded at Filmfare Award and GiMA as the ‘Best Playback Singer’ for the track ‘Baby Doll’.
In a span of time, the track will be made available across radio and various other platforms.
