Kala Chashma, the first track of Excel Entertainment and Dharma Production’s forthcoming film Baar Baar Dekho, is exclusively being unveiled on Bollywood’s official mobile app Flickbay, prior to its release on any other platform.
The track will be available to see on the Flickbay app exclusively between 9.15am – 10.00am IST on Wednesday, 27th July 2016, and can be download for Android from Google Play and for iOS from the App Store.
After revealing the film’s first song before it’s trailer, by releasing 'Kala Chashma' exclusively on Flickbay, the filmmakers have once again broke the grammar of film and tech marketing.
The free-to-download app Flickbay boasts an extensive database to help users discover movies, rate them and create personalized watchlists for all their favorite Bollywood films, songs and trailers. A key feature of the app is also its social network, promoting user generated reviews.
Flickbay is the result of a collaboration between the most experienced and respected figures in the Indian film industry - co-founders of one of India’s most innovative film production companies Excel Entertainment - Ritesh Sidhwani and Farhan Akhtar; businessman and media technology investor Jayesh Parekh and some of the most disruptive talent in India’s burgeoning ent-tech sector – Head of marketing at Excel Entertainment Vishal Ramchandani, partner at Dreamzkraft Trishant Sidhwani and Paul Roy, Chairman of the Riva group of companies.
Speaking about the launch of Flickbay and the release of Kala Chashma, Mr. Ritesh Sidhwani said, "Flickbay is the one stop shop for Bollywood. It has a huge database and a variety of features that caters to all movie buffs. The convenience with which one can consume content on the app is plausible. Today, digital is a huge medium for us to promote our films, hence we decided to break the song first on Flickbay."
On speaking about Flickbay and the impact of technology on Bollywood Mr. Farhan Akhtar said, "The digital world has revolutionised the grammar of experiencing content.Also, it serves as a great platform for us to promote our films, and what better way to reach out to our audiences, via an app which serves the purpose just right! Hence the decision to launch Kala Chashma on Flickbay exclusively. Flickbay is the one stop shop for Bollywood and a delight for all those bitten by the Bollywood bug."
Presented by Eros International in association with Excel Entertainment and Dharma Productions, Baar Baar Dekho is directed by Nitya Mehra and will hit theatres on 9th September 2016. The first look from the track featuring new pair Sidharth Malhotra and Katrina Kaif has already swept audiences worldwide, taking the meaning of ‘swag’ to new heights.Poised to become the ultimate party anthem this Summer, Kala Chashma is composed and re-created by Badshah and choreographed by leading dance sensations Bosco-Caesar.