'Kala chashma' to be released on virtual app

"Kala chashma", the first song of "Baar Baar Dekho", will be released on Flickbay, touted as Bollywood's official mobile app.

Excel Entertainment and Dharma Productions will be presenting the first song from the film even before the trailer releases. Actor-producer Farhan Akhtar says the decision to launch the song on an app is to tap in to the digital savvy people.

"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," Farhan said in a statement.

"Hence the decision to launch 'Kala chashma' on Flickbay exclusively," he added.

The song is scheduled to be out on Wednesday, and will be put out exclusively on the app Flickbay prior to its release. This content will be available to users on this app before it comes out live on any other platform.

Directed by debutante Nitya Mehra, "Baar Baar Dekho" is a romantic film starring Sidharth Malhotra and Katrina Kaif in the lead roles.

Ritesh Sidhwani also shared that "digital is a huge medium for us to promote our films, hence we decided to break the song first on Flickbay".

The film is slated to release on September 9.

--IANS

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