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In a unique partnership with Popcorn Motion Pictures Pvt. Ltd. and Balaji Motion Pictures Ltd, IDEA Cellular, a leading telecom service provider in the country announced a truly differentiated in-film integration with the movie EMI. The partnership enables IDEA to go a step beyond adding value to the ultimate mobile experience.

The in-film integration is designed in the form of the IDEA ring tone and the present popular communication tagline – ‘What an !dea Sirji’, being incorporated in specific dialogues of the movie where the tagline seamlessly synchronizes into the storyline, centered around the key characters Sattar Bhai ( Sanjay Dutt) and Decent ( Manoj Joshi). The IDEA portal will make available a host of value added services such as dialer tone, ring back ring tones, wall papers to its subscribers.

Speaking on this new initiative, Mr. Pradeep Srivastava, Chief Marketing Officer, IDEA Cellular, Mumbai, said, “IDEA has always been at the forefront of best-in-class telecom services and has succeeded in delivering exciting and innovative products to its customers. This is yet another pioneering effort in the mobile entertainment space which will enable IDEA and Popcorn Entertainment to reach out to their customers by providing Bollywood streaming content”.

The movie EMI, Equated (Easy) Monthly Installments, is a bittersweet satire that looks at modern day India in a mirthfully subjective way. The film has been directed by debutant Saurabh Kabra and boasts soulful music by Chirantan Bhatt with Sanjay Dutt lending his voice to the Title track. EMI is a narrative of interconnecting characters coming from different strata and styles. The movie portrays contrasting characters who indulge in spending without thinking, and others who care to be optimistic about the future that they desire. EMI is distributed worldwide through M/s Sahara One Motion Pictures.

The merit in the film EMI is the originality of a thought of making a film on such a pertinent contemporary subject. A strange twist of fate has also been rendered at extremely crucial moment - a look at the current global financial market will emphasise the importance of a film like this in today’s economic scenario. The film stresses on the issue of borrowing responsibly. Through its characters Arjun and Malaika ( Ryan and Nancy), Kulbhushan Kharbanda and Pushkar Jog (Chandrakant and Arjun), Aashish Chowdhry and Neha Oberoi ( Anil and Shilpa) and through Urmila Matondkar (Prerna) who are defaulters by circumstance. The entry of the recovery agent Sattar Bhai ( Sunjay Dutt) in their lives, the four-pronged story is played out, culminating in one thread, one solution - An IDEA that the recovery agent explores which works great positive results. That’s why the apt tagline ‘What an !DEA, Sirji!’

Producer Surendra Sharma and Amita Bishnoi of ASA Productions and Enterprises Ltd’s hosted the Music Launch of their film ‘1920′ at JW Marriott recently in fabulous Bollywood ishtyle!!!

Director Vikram Bhatt was seen enjoying the evening with debutantes Rajneesh Duggal and Adah Sharma, and rest of the cast: Anjorie Alagh, Bakul Thakkar and Indraneil Sengupta. Vikram spoke passionately about his supernatural thriller giving all the praise and credit to his cast and crew.

The highlight of the soiree was Item girl Rakhi Sawant who stole the show with a spectacular performance based on her Item Number in the film “Bichua”. She made a dramatic entrance on a Doli and proceeded to entertain the audience with her moves!!! The track has been sung by Shubha Mudgal to Raju Khan’s choreography.

Unfortunately Adnan Sami could not be present, but the other musicians included Pandit Jasraj, Udit Narayan accompanied by wife Deepa and son Aditya Narayan, Sameer, Alka Yagnik, Kailash Kher along with guests like Praveen Bhatt (Vikram bhatt’s father), Aashish Chowdhry, Divya Dutta, Sudhanshu Pandey, Linda Arsenio(actress in Kabul Express), Tez Sapru, Bhairavi Goswami, Sudesh Bedi, comedian Vir Das, Indraneil Sengupta and Barkha Bisht, Bakul Thakkar, Dilip Thadeshwar, CEO of BIG Music Kulmeet Makkar and Mohanji from ASA Productions and Enterprises Ltd’s.

Composed by Adnan Sami with Lyrics by Sameer, the Music album of 1920 comprises 5 songs sung by Pandit Jasraj, Asha Bhonsle, Parveen Sultana, Shubha Mudgal & Kailash Kher. This is also the first time that Indian classical music maestro Shri Pandit Jasraj has rendered his magical voice for any feature film. He has sung for a promotional song titled ‘Waada Tumshe Hai Waada’. Pandit Jasraj arrived early and seemed delighted to give sound bytes regarding the music.

Producer Surendra Sharma who thanked Vikram Bhatt for his great, innovative and big ideas and the singing greats who came together for this film said, “It is an honor for any film company to have music composed and arranged by Adnan Sami and lyrics by Sameersaab but it is a rare honour to have such a collection of the greats singing for us. Pandit Jasrajji, Ashaji, Parveen Sultanji, Shubha Mudgalji and Kailash Kher saab. Films are made for audiences and from the first promo that came on the television we have been getting some much encouragement from within and outside the fraternity. 1920 is a supernatural film but more than that it is a great love story and an even greater story about a man and his god.”

The Audio Rights are on BIG Music.

He also took this opportunity to announce the next 2 films by ASA Productions and Enterprises Ltd. Directed by Vishal Pandya, the first of the two films is titled Purple Lake, which stars actor Aashish Chowdhry in the lead along with a well known model Mahsa and comedian Vir Das. The second one titled ‘Phir’, is directed by Girish Dhamija and stars the main leads of 1920, Rajneesh Duggal and Adah Sharma along with actress Roshni Chopra.

ASA Productions and Enterprises Ltd’s ‘1920′ the latest venture by Director Vikram Bhatt had its magnificent Coffee Table Book launched recently at JW Marriott in style!!

The highlight of the fun filled soirée hosted by Surendra Sharma of ASA Productions and Enterprises Pvt Ltd was the launch of the book by Adnan Sami, Music director of 1920, amidst a lot of fanfare. The beautifully crafted coffee table book has been designed by Atmanand (Studio Link) to the theme of the film and gives the reader a feel of an era gone by.

For more pictures, Click Here!

Also present with their full fledged support were Director Vikram Bhatt, Producers Surendra Sharma, Amita Bishnoi, Bhagwanti Gabrani from ASA Productions and Enterprises Pvt Ltd, the debutants of the film, main leads Rajneesh Duggal and Adah Sharma, actress Anjori Alagh, Raj Zutshi, Vipin Sharma, Vallab Vyas, Amin Haji, Ashish Pradhan, Smita Hai, Rushitaa Pandyaas as well as the entire unit of 1920.

Bollywood came out in full force to show their solidarity to Vikram Bhatt. Mahima Chaudhary and sister Manjari made a cute pair. Nagma was seen on the circuit after quite a gap. Koel Purie and Nauheed Cyrusi gave each other company and enjoyed posing for the photographs. Dino Morea made a quick appearance and left. Aashish Chowdhry, Vidya Malvade, Shahwar Ali, Kailash Kher, Bali Brahmabhatt, Kunal Ganjawala and Gayatri Iyer were also present. The TV brigade was represented by Indraneil Sengupta and wife Barkha Bisht, Shehzad, Bakul, Sudesh Behri, Dilip Thandeshwar. Naseem Sidiqui, surrounded by security, also graced the event.

Vikram spoke about this event being different from the usual run of the mills ones. He spoke about his cast and thanked the rest of the team while quipping that Adah Sharma was definitely not his girlfriend! Adnan also thanked Vikram for allowing him to make a different kind of music and expanding his own personal horizons. They showed the snapshots of the book and the trailer of the film.

Said Producer Surendra Sharma on this occasion, “There is only one way to make a film and that is to believe in an idea and backing it with everything you have got. We thought that a classic period horror was a novel idea. The horse carriages and the mist and the old haunted castle and the lovers and the haunting…..What is exciting to watch has to be first exciting to make. Blase only makes for blase viewing….”

Adds Director Vikram Bhatt in the same vein, “The story is like a tune that a director has in his mind. He closes his eyes and feels the different sections of the orchestra…only that it is in his mind and does not exist really. So he needs that orchestra and with that orchestra sometimes it is cacophony, sometimes it is not a great tune, sometimes it is discordant and then sometimes its great music. All playing in perfect harmony and unison. 1920 is that harmony and this Coffee Table Book is an ode to that harmony. Our way of telling you how we all and by that I mean all the various departments of this film played that one tune that we all believed in….Its the faith in each other that makes an orchestra. This book is that faith.”

“1920″ launches two new talents, Rajneesh Duggal who is already a well known model and Adah Sharma. Set in the year 1920, the film traces the love story of an Indian boy and an English girl, set in locales from the vintage areas of Rajasthan of 1920 to Mussoorie and Bombay and a resort in the Himalayas. The two get married despite heavy opposition and the story unfolds on the premises of a supernatural thriller.

The music is by Adnan Sami with lyrics by Sameer. Songs by Lata Mangeshkar, Asha Bhonsle, Kailash Kher, Shubha Mudgal have been rendered while the great Pandit Jasraj makes his Hindi film singing debut in the film, with a special item song by Rakhi Sawant as well!