After months of buzz around it, singer-composer-rapper Yo Yo Honey Singh’s new album Desi Kalakaar was finally launched last week. Instead of taking the conventional route of releasing the track across all social media platforms, Singh and Bhushan Kumar (MD, T-Series) joined hands with Hungama.com to exclusively launch the song on their website and mobile apps. The song was also unveiled at an event held in Mumbai, where Singh performed live on two songs from the album and spoke at length about the track. Speaking on taking his association with Singh ahead, Kumar stated, “Honey Singh and I have been working together for long and we share a good rapport that makes us work with each other again and again. Desi Kalakaar will take Honey Singh’s fans to his old roots and they will definitely love this track more with the way it has been picturised.”
The video of the title track, Desi Kalakaar, which features Sonakshi Sinha, was also revealed at the do. Sinha is seen grooving with Singh in a ‘gangsta’ inspired avatar, complete with street style apparel and a funky attitude. The song was shot at exotic locations in and around Malibu (California). The album comprises of eight club numbers with a Punjabi flavour, which have all been composed, written and sung by Singh. After unveiling the video, Singh performed on two more singles from the album, including 1000 miles and Love dose, and in the latter he will be seen along with Urvashi Rautela.
Commenting on the promotional strategy for the song, Siddhartha Roy, Chief Operating Officer (Consumer Business & Allied Services) at Hungama Digital Media Entertainment, mentioned, “This is the first time that a music album has been launched on a digital platform with the aim of offering exclusive content to our users. An extensive strategy was designed and executed by us prior to the launch, where we rolled out the Main bhi kalakaar contest that was run across social media and amplified using digital advertising along with house brand promotions. Our promotional strategy was a mix of digital banners (Web, Wap & app), promotions across social media platforms, and integration of YouTube page, banners on house brands, promotion, mailers and paid campaigns. Besides this, we also promoted the album on the websites of our affiliates like BSNL and TATA Docomo.” Roy also added that post the launch, they will be taking the album to Tata Sky and other DTH platforms and will also be distributing the album with telecom giants like Vodafone live, Airtel music etc. The song went viral on other social network websites on August 31, five days after the launch last week.