To remain in public memory, especially of young millennials glued to their smartphones, a bunch of Hindi film actors aim to extend their brand image through appearances in pop music videos. Late last month, music label T-Series launched its latest non-film song, a single track titled Pachtaoge, featuring popular actor Vicky Kaushal and sung by Bollywood playback sensation Arijit Singh.
A few days before that, actor Alia Bhatt was seen in Punjabi singer-songwriter duo The Doorbeen’s new single titled Prada. Last year, Shahid Kapoor and Kiara Advani appeared in Yo Yo Honey Singh’s rendition of the 1990s hit Urvashi. The A.R. Rahman composition was recreated by T-Series. Meanwhile, Hrithik Roshan and Sonam Kapoor have recreated Dheere Dheere Se Meri Zindagi, a cover version of the 1990 Aashiqui song by Honey Singh.
Music videos were earlier seen as the domain of models such as Jas Arora and Malaika Arora Khan, who had shot to fame in the late ’90s with chartbusters such as Gur Naal Ishq Mitha and Pyar Ke Geet respectively. Later, artists such as Atif Aslam and Badshah appeared in their own videos.