Actors and publicists are always trying to come up with new and unique ways to promote their films. Now, the music industry is following suit. Singer Sonu Nigam is employing an interesting strategy for the launch of his upcoming single Chahton ke Saaye Mein — he’s simultaneously launching a book bearing the same name.
Sonu has sung the single as a favour to good friend Gauri, who works for a music company. And apart from the album containing the single, he’s also launching a book by Basant Chaudhary that’s called Chahton ke Saaye Mein.
Talking about the project and the promotional strategy, the singer says, “This is a very different way of launching a book and an album. Promotions do play an important role in increasing awareness among readers and music lovers. When the music for my single was being conceptualised, I came across the lyrics written by Basant Chaudhary, and I decided to lend my voice to this soul-stirring number. Basant is a social worker who does loads of work for humanitarian causes, that’s another reason to support him.”
It is good to see Sonu lending his voice to a less-controversial cause, for a change. He seems to be happy, fit, and over the drama surrounding his azaan tweet. What’s his secret, we ask, and he replies, “Staying away from negativity is keeping me fresh and fit as a fiddle.”