India’s oldest and largest music label Saregama and one of India’s top production houses, Dharma Production, joined hands for a film.
The two have now partnered for Karan Johar’s next directorial feature, the multi-starrer ‘Rocky Aur Rani Ki Prem Kahani’, presented by Viacom18 Studios and Dharma Productions. Saregama has been signed as the official music label for the film.
Dharma and Saregama go back a long way and have collaborated in the past where Saregama was the music label for some major films from Dharma’s stable, PTI reported from Mumbai.
Coming on board as the official music partner for ‘Rocky Aur Rani Ki Prem Kahani’ cements the strategic relationship.
Commenting on the partnership, Vikram Mehra, MD, Saregama India, said, “Rocky Aur Rani Ki Prem Kahani’ adds the enviable portfolio of film music that we have been diligently and selectively building over the last few years. Our brand intent is simple: choosing the best and the biggest of names to work with within the cinematic community, bringing in a varied array of music to consumers.”
Karan Johar said, “To me, this is more than a strategic union of two cinematic entities, but one that I am emotionally invested in as well. Saregama and Dharma have a relationship that dates to the early 90s when we came together for the film ‘Gumraah’, and then in 1998 for the musical hit ‘Duplicate’.
“With ‘Rocky Aur Rani Ki Prem Kahani’ poised to become a part of the rich legacy of Saregama, it augurs a new chapter in the relationship. There is no greater joy than seeing an ambitious project come together and take form, with like-minded people, bound by a drive to produce good wholesome content for our audiences. And I am happy that we get to have Saregama in this special fold now.”
Apoorva Mehta, CEO of Dharma Productions said, “Saregama prides itself in their rich heritage of music, and Dharma does the same for its movies. This was a match waiting to happen – a carefully chalked strategic alliance that I hope, is just the start of many things new.”
Ajit Andhare, COO of Viacom18 Studios, said, “Music is an integral part of ‘Rocky Aur Rani Ki Prem Kahani’ as it plays a significant role in the storyline of this film. We are thrilled that Saregama is the music label for RRKPK as they are well poised to take the film’s music to audiences all over as well as enable engagement and fandom with the songs.”
The filming has started and the final product is scheduled for a 2022 release.