Sidharth, Kriti team up for music anthem

Bollywood actors Sidharth Malhotra and Kriti Sanon, ambassadors of American Swan, have teamed up to dance in a music anthem for the online fashion brand.

Sharing screen space for the first time, the two also share a crackling chemistry in the #ASIAM video, which is a reflection of the trendy and youthful spirit of the brand.

The video also captures all elements that can appeal most to the youth -- catchy lyrics, foot-tapping beats, fun dance moves and lots of style.

Besides the lead pair, the video also boasts of other major Bollywood tie-ups.

The song is composed by Meet Bros Anjjan of "Baby doll" fame, and it is sung by Benny Dayal, who has belted out hits like "Badtameez dil". The video has been directed and choreographed by Remo D'Souza, who has come up with a signature dance step for it.

Talking about the #ASIAM music anthem, Sidharth said: "What excited me most was the interesting concept of the anthem that American Swan came up with. It was great fun matching steps with Remo and, of course, being paired with Kriti, who is a fabulous dancer herself."

Kriti also enjoyed the "fun idea and clutter-breaking format" of the video.

"I thoroughly enjoyed the #ASIAM music video shoot with Sidharth who is naturally charming... The American Swan collection is young and trendy," she said.

The "#ASIAM" video will be launched on all social channels first. The campaign will soon be launched through TV and print as well.