MUMBAI: One of the most anticipated releases of Bollywood this year, Anurag Kashyap’s Bombay Velvet starring Ranbir Kapoor and Anushka Sharma, will be premiering one of its song on Star India’s video on demand (VOD) platform hotstar.

In what is seen as a first for cinema anywhere in the world, Fox Star Studios will premiere the song titled ‘Mohabbat Buri Bimari’ on hotstar during the Indian Premier League (IPL).

The song will play out at 7.45 pm on 17 April on hotstar, just before the Pepsi IPL 2015 match between Mumbai Indians and Chennai Super Kings.

With the increasing popularity of the hotstar platform, the song premiere is likely to attract a few million fans and give a dramatic fillip to one of Fox Star Studios’ biggest movie releases of 2015.

With a million downloads in the first six days and nearly 15 million downloads since launch, hotstar has seen one of the fastest adoption of any digital service anywhere in the world.

Fox Star Studios India chief marketing officer Shikha Kapur said, “We are excited about this premier. We believe this innovation will be a trailblazer for Indian cinema and an example of how it can engage with an audience that is young and on a mobile phone. We live in times where the digital doorway is omnipresent and is fast becoming the most effective and astute way to reach out to consumers. Bombay Velvet is a special film. And its song is being launched on a special platform, hotstar.”