Just when Dhoom 3 was making headlines across the world Yash Raj has created one of the best marketing ideas ever! In another innovative first, Yash Raj Films’ will be releasing a tub-thumping new version of their iconic Dhoom Machaale anthem song by the very talented actor, singer, dancer, theatre producer – Saba Azad. The song is backed by a cool new music video that features a mash-up of imagery from the entire Dhoom series, all the way from the first part. So in a first, viewers will get to see Aamir, Katrina, Hrithik, Aishwarya, John, Bipasha, Abhishek & Uday together in one video. Now that just become bigger than the word Dhoom! More like KA-BOOM!
Saba represents the multi-faceted new age Indian woman who can rock whatever she chooses to take on. Added Saba,
“I’m super excited to take a crack at such a huge hit that amazing singers like Sunidhi and Vishal Dadlani have sung before, it’s a privilege to feature in the video alongside Bollywood’s biggest names.”
“Calvin John, Vice President, Offline Marketing, Caratlane.com says, “
We are constantly seeking innovative opportunities of integrating CaratLane.com seamlessly within content, that has wide reach across TV & Digital mediums, is engaging and has immense potential of being viral. The Dhoom Anthem provides us with that innovative window of showcasing the brand seamlessly within the song. This association with YRF gives us an opportunity to showcase what CaratLane.com has to offer for urban Indian women – Chic Jewellery along with its pioneering new way to shop – ‘Try at Home’, apart from leveraging its most successful movie franchise.”
The funky new version of the song has been composed by Raghav Sachar, who plays over 32 different musical instruments. The mash-up is a great mix of R&B, whistle tones, rap and a fresh new interpretation of the chartbuster. The video has been directed by Adil Shaikh, known for his choreography of some of the biggest hits right from Bachna Ae Haseeno to Go Goa Gone.
The video uses jewelry from Caratlane.com to style Saba and her troop of international dancers and has been hand-picked keeping in mind the mode and tone of the song and video.
The Dhoom Anthem premieres exclusively on YRF’s YouTube channel on Tuesday, Dec 24th ensuring that everyone has a really Merry Xmas!