Makers of 'Baar Baar Dekho' take up new marketing strategy

Unlike the usual pattern of promoting a Bollywood flick, the makers of 'Baar Baar Dekho' have taken a different route altogether, where the Excel Entertainment and Dharma Productions will be presenting the first song from the film before the trailer releases.

The team is very keen to take a different approach and wants to surprise the audience with this new pattern.

The song, titled 'Kala Chashma,' is expected to create waves with the fresh pair of Sidharth Malhotra and Katrina Kaif.

According to producer Karan Johar, "Kala chashma 2.0 is a party starter and has been the heartbeat of the Punjabi music scene for over a decade...our revamped and rejuvenated version has enhanced the energy to an altogether different level....Baar Baar Dekho is a celebration of life and love and we thought the song would encapsulate that ethos in the best possible way...it kickstarts our campaign and the trailer will be out soon after....Kala Chashma leaves you with a huge smile on your face and a dance in your demeanour!!!"

Director Nitya Mehra adds, "Kala Chashma, or KC as I call it, is a celebratory song. Since Baar Baar Dekho is a film that celebrates relationships we wanted a banging number to announce the arrival of its trailer. It's a fun, foot tapping, funky number that'll put a swag in everyone's step. Enjoy!!!"

Makers of the film have already got their hands off on the copyrights of the track and will be presenting the song on July 27.

Amar Arshi, Badshah and Neha Kakkar have lent their voice to the song.

Choreographed by Bosco-Caesar, the song is a remake of Amar Arshi's 1990-Punjabi-chartbuster, 'Tenu Kala Chashma Jajta Ve.'

'Baar Baar Dekho,' directed by debutant director Nitya Mehra, is all set to hit the screens on September 9.

The makers have also released a sneak peak poster of the song yesterday, projecting a sizzling chemistry between Sidharth and Katrina.