‘Shor In The City’ track to premiere on Zee’s ‘Pavitra Rishta’

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Posted on March 30th, 2011 in Editors, Movies, News

Pulling out all stops in the promotion of its keenly anticipated comedy, Shor In The City, Balaji has integrated with Zee to premiere a track from the film on its TRP-topping soap, Pavitra Rishta, the No.1 show on Indian television.

Although film songs are often used in TV serials, this will be the first time a song is exclusively launched on TV. The soft romantic ballad, ‘Saibo’, composed by Sachin-Jigar, written by Sameer and Priya Panchal, and rendered by Tochi & Shreya Ghoshal, will feature in the background of the Pavitra Rishta episode telecast on Thursday, 31st March, at 9 p.m. on Zee TV.

If the initial buzz on the track is anything to go by, it is set to emerge a big one for love-birds.

‘Saibo’ (pictured in the film on Tusshar and Radhika Apte) will be used in a dream sequence involving the show’s leads, Manav (Sushant Singh Rajput) and Archana (Ankita Lokhande).

“Sony Music has always been a pioneer in discovering new and trend-setting sounds with innovative solutions for promoting artistes and music. With Shor in the City, we have extended our relationship with Balaji a step further by developing chartbuster music in close creative collaboration with their team,” said Sanujeet Bhujabal, Director Marketing, Sony Music India.

“It’s a seamless integration between two Balaji properties — a forthcoming film and the biggest TV soap. Sony Music are the right music partners for this film,” stated Tanuj Garg, CEO — Balaji Motion Pictures.

The soundtrack, which is expected to contain a remixed version of ‘Saibo’ by DJ Suketu in addition to the original, has been slated for a release next week.

Shor In The City releases in cinemas nationwide on April 28.

Kuch Toh Bolo!

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