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Royal Stag Boombox in Partnership with Viacom18 Unveils Their Third Original Song Mohabbat with a Unique Collaboration of Melody X Hip Hop Between Amit Trivedi and SlowCheeta

Delhi, India: Royal Stag Boombox, in collaboration with Viacom18, is all set to bring a completely new genre of music where the melody of Bollywood meets the gully of hip hop creating the original sound of generation large.

This is the third of four Royal Stag Boombox original music tracks to be released across platforms
Viacom18 brings its expertise in concept development and brand solutions to the table for this ground-breaking collaboration

Tune into ‘Mohabbat’ on Royal Stag Live It Large YouTube Channel:

Royal Stag Boombox, in collaboration with Viacom18, is all set to bring a completely new genre of music where the melody of Bollywood meets the gully of hip hop creating the original sound of generation large. Music evokes emotions in people across generations, making it a significant passion pillar for Seagram’s Royal Stag. In this modern era, the younger audience is more inclined towards exploring exciting new forms of music. Celebrating the spirit of ‘Living it Large’ and having enthralled thousands of music lovers in Manipal, Bhubaneshwar, Pune, Indore & Dehradun with its unique on-ground experiences, Royal Stag Boombox enters its next phase with the launch of 4 original music tracks. The third original music track to be released is a unique collaboration between music maestro, Amit Trivedi and the spunky rapper SlowCheeta.

The new song ‘Mohabbat’ reinforces our belief in the most powerful emotion ever known to us – LOVE. Amit Trivedi plays the love guru (philosopher) and coaxes a nervous fresher, SlowCheeta, to express his love freely. This song is a perfect blend of Desi melody and Hip-Hop beats and showcases the different phases of falling in love.

It’s the third original song under the series of Melody x Hip Hop music tracks to be released across platforms, as part of Royal Stag Boombox’s unique, phygital format.

Rapper SlowCheeta shared, “Royal Stag Boombox is an incredible platform where artists like us can come together to collaborate and express ourselves. The opportunity to work with an icon like Amit Trivedi and create something as special as this track is priceless. I am going to cherish this for a long time.”

Music composer and singer Amit Trivedi added, “I had a lot of fun making Mohabbat with SlowCheeta. It’s a lovely song that captures the entertaining vibe of Bollywood music combined with the energy of rap. Royal Stag Boombox is doing a great job bringing such fresh new sounds to the audience.”

Music is a significant passion pillar for Seagram’s Royal Stag and today’s youth tilt towards exploring exciting new forms of music. Contemporary genres such as hip-hop are becoming increasingly popular, while Bollywood melodies remain integral to the youth’s cultural milieu. Royal Stag Boombox intends to stir the imagination of this generation, blending music they have inherited – Bollywood scores, with the genre that speaks to them, Hip Hop. The third song, Mohabbat is live on YouTube, social and major audio platforms.

About Royal Stag

Seagram’s Royal Stag is the flagship brand of Pernod Ricard India. Royal Stag has been a consistent star since launch, and a brand quite often credited to have changed the rules of the game. It is for the young, daring, confident, progressive, and inspiring individuals who embody self-belief. The brand has been inspiring the youth of India through its communication around the philosophy of “It’s Our life. We Live it large”.

About Pernod Ricard India

Pernod Ricard India (P) Ltd. is a fully owned subsidiary of Pernod Ricard SA and is a fast-growing multinational alcohol beverage company delivering quality products to its consumers across the country. With leading brands in each category, Pernod Ricard holds one of the most dynamic and premium portfolios in the industry led by Seagram’s whiskies such as Royal Stag, Royal Stag Barrel Select, Blenders Pride, Blenders Pride Reserve Collection, Imperial Blue, 100 Pipers and a wide range of International premium brands that include Chivas Regal, Ballantine’s, The Glenlivet, Royal Salute and Jameson Irish whiskey. Some of the eminent brands in white spirits category include ABSOLUT vodka, Jacob’s Creek and Campo Viejo wines, Martell cognac, Beefeater and Monkey 47 gin, Kahlúa and Malibu liqueurs, Mumm and Perrier-Jouët champagne. Pernod Ricard India is recognized as an industry leader with various recognitions and achievements that help the company deliver quality products to consumers. Seagram’s whiskies are exported to 26 countries across the world. Pernod Ricard India is a socially responsible organization with a strong belief to strengthen corporate citizen by addressing social, economic and environmental sustainability in all key states.

About Viacom18

Viacom18 Media Pvt. Ltd. is one of India’s fastest-growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in cinemas and merchandise. Its portfolio of 38 channels across general entertainment, movies, sports, youth, music and kids genres delights the consumers across the country with its eclectic mix of programming. JioCinema, Viacom18’s OTT platform, is one of India’s leading streaming services and most popular destination for live sports. Viacom18 Studios has successfully produced and distributed iconic Hindi films and clutter-breaking regional films for over 13 years in India.

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