The widespread impact of the medium has persuaded film production banner Vishesh Films to take the TV route to launch the song. (Agencies)
"This is a unique initiative wherein we will be releasing the first single from 'Citylights' - 'Muskurane' - on TV show 'Beintehaa' before we release it on any music channel," Sanujeet Bhujabal, marketing director, Sony Music India, said in a statement.
"Arijit's mellifluous voice enhances the song and is in line with the story of the serial. We believe 'Muskurane' will be an instant hit with the listeners and the viewers," he added.
"Beintehaa", aired on Colors, features the story of two similar and headstrong people Zain and Aaliya who, in spite of being married, are yet to profess their love for each other.
The song "Muskurane", will build further on the chemistry shared by telly couple. The track has lyrics by Jeet Ganguly.
Directed by the National award-winning director Hansal Mehta, "Shahid" is creating quite a buzz with its concept and music as well as for the fact that it features Rajkummar Rao.
Producer Mahesh Bhatt believes: “Music plays an integral part of our movie and especially this beautiful ballad ‘Muskurane’ has a very different feel to it which will definitely connect big time to the listeners."
The song will debut on the show on Friday 9 pm.
The widespread impact of the medium has persuaded film production banner Vishesh Films to take the TV route to launch the song.