Radio Mirchi launches Yash Raj Films' 'Hum Tum' music

MUMBAI: Radio Mirchi launched the music of Yash Raj flick Hum Tum starring Saif Ali Khan and Rani Mukherjee this afternoon through a one-hour special live across India.

The music, which was launched earlier on Sa Re Ga Ma HMV, was formally launched on Radio Mirchi in Mumbai, Delhi, Kolkatta, Pune, Indore and Ahmedabad.

Speaking to, Radio Mirchi Mumbai station director Samir Soni said, "This launch marks the foray of radio as a medium moving to the next level: connecting Bollywood to the masses."

"Normally, we do not run the music of new and unreleased films, unless and until it has become a hit. We have signed Hum Tum for our 'Mirchi Movie of the Month', which we'll be promoting in May. While talking to Yash Raj Films on this, we put in a thought if we could take the promotion to the next higher level. This is how the idea came through," he explained.

"The music rights will not lie with Radio Mirchi," Soni added, but refrained giving the details of the deal. "The deal is strictly confidential as I have to still deal with a lot of players in the business. All I can say is that we have a tie-up with Yash Raj Films and Sa Re Ga Ma HMV and they are utilising Radio Mirchi as a medium to reach the masses. It's a win-win situation for all three of us - Yash Raj Films, Sa Re Ga Ma and Radio Mirchi," he quipped.

The music scored by Jatin Lalit with Prasoon Joshi's lyrics is yet to catch up with the audience, but Soni is optimistic that it's just a matter of time. "I feel that the music is very different, soothing and refreshing, and soon, it should be popular," he asserted.

This is Radio Mirchi's latest innovation thus adding one more to its recent pioneering concepts like 'Mirchi Movie' and 'Mirchi Boli Lagao' (the Bollywood auctions).

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