Rahman`s `Humma humma` recreated with kitchen appliances

Last Updated: Wednesday, May 28, 2014 - 12:38

New Delhi: In a unique twist, AR Rahman`s popular track ‘Humma humma’ from the 1995 film ‘Bombay’ has been recreated using a range of kitchen appliances for an marketing campaign.

As part of electronic brand Havell`s marketing campaign `Respect for Women`, Culture Machine has created a bricolage song along with artist Vasudha Sharma and percussionist Sarthak Mudgal. Culture Machine is a platform that offers digital video entertainment for the internet generation.

The duo has created a unique blend of the classic hit and mixed it with the beats from the appliances, courtesy Havells.

"We found that content featuring popular Youtubers doing songs using everyday appliances was a format that resonated very well with the target audience, leading us to create that with our network`s talent," Sameer Pitalwalla, co-founder, Culture Machine, said in a statement.

The idea was to spread awareness that a women’s place is not in the kitchen alone, but it is wherever she wants to be and she could do whatever she wishes to.

IANS

First Published: Wednesday, May 28, 2014 - 12:38

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