BIG Music & Kingfisher Airlines fly high with Jagjit Singh's 'Inteha'
Posted on: April 3, 2009
BIG Music partnered Kingfisher Airlines for a novel in-flight music launch. Mumbai – Delhi Kingfisher fliers were in for a special surprise today, with Jagjit Singh, the ghazal supremo launching his brand new ghazal album 'Inteha' during one of the flights. What made the occasion even more special was the presence of Anoushka Shankar, daughter of legendary Ravi Shankar and herself a famous sitar player & composer.
'Inteha' is the new recording of the maestro after a period of 2 years. The album features six romantic tracks and two ghazals seeped in life's philosophy. And that's not all. Apart from the new recordings, the project also stands out because of the unique video concept. In modern times, music genres like ghazals need to be marketed differently, especially as music becomes more 'visual'. Keeping this in mind, BIG Music is releasing the entire album in home video format. All 8 tracks in the album have been shot on video; DVDs and VCDs of which will be released next month. This format has greater relevance for the contemporary audience, and BIG Music plans to exploit this distribution platform as well.
According to Kulmeet Makkar, CEO BIG Music & Home Entertainment
, “We are pleased to partner Kingfisher Airlines in this imaginative album launch. Inteha is an exceptional collection by Jagjit Singh and I'm sure this will be treasured by all Kingfisher consumers, as well as ghazal fans across the globe. This activation is a part of our ongoing marketing plans to integrate new media options to make positive consumer connections.”
All Kingfisher guests got autographed music CDs from Jagjit Singh, along with a photo opportunity. Commenting on the association, Vikram Malhotra, Vice–President, Marketing Kingfisher Airlines Limited
, said “In-flight entertainment has always been an integral part of the Kingfisher Airlines experience and is unparalleled in the Indian skies. Be it the first personalized in-flight entertainment system or Live TV, Kingfisher Airlines has always gone that extra mile to delight our guests. We are pleased to take yet another step in this direction through our partnership with BIG Music in launching this treasured collection by the legendary Jagjit Singh. Our guests can witness the launch of the album 'Inteha' being launched in-flight as well as enjoy the music on-board.”
About BIG Music & Home Entertainment
BIG Music & Home Entertainment has taken significant strides towards its objective of emerging as the dominant player in Indian Music & Home Entertainment.
Apart from releasing chart-busting music of Hindi films like Luck By Chance, Rock On!!, Love Story 2050, Johnny Gaddaar and Cash, the company has also released blockbusters such as Welcome, Jodhaa Akbar, Singh is Kinng and Rock On!! on home video.
The company is the exclusive licensee to 3 of Hollywood's prestigious studios Universal Pictures International BV, Warner Home Video, Paramount Home Entertainment Global & Dream Works Animation SKG, Inc. With its robust pan India distribution network, the company has ensured reach for the Bollywood and Hollywood products, not only in urban market but also mass markets.
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