MUMBAI: How's this for broadcaster-filmmaker synergy?

After Ab Tak Chappan and Masti, MTV has taken innovation in film promotion to a higher level partnering exclusively with Yash Raj Films to co-produce a music video for the title track of their upcoming romantic comedy, 'Hum Tum'. The title track called 'U n I (Mere Dil Vich Hum Tum)', is produced by hip-hop bhangra singer, Rishi Rich.

It’s not just a first for MTV, but for Yash Raj Films and Rishi Rich too. It is the first time that Yash Raj Films has used an international artiste for their soundtrack and it is the first time that Rishi Rich has produced a track especially for a mainstream Hindi film.

Said Kunal Kohli, director of the Yash Raj film, Hum Tum, "Never before has Bollywood experimented with creating a music video exclusively as a marketing tool. We are delighted to be the first with MTV in this unique innovation."