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Ultra Media & Entertainment releases modern avatar of iconic Gujarati song
Mumbai, January 22, 2021
Ultra Media & Entertainment has recreated a modern avatar of the 1998 superhit song "Mare Te Gamde Ek Var Avjo" that featured ace actors Hiten Kumar and Roma Manek.
The new music video, billed as a tribute to the two legendary and multi-facted actors, will feature actors Hitu Kanodia and Aarti Bhavsar. It will be released tomorrow, a press release from Ultra Media said.
The new song is produced and directed by Hareshbhai Patel and sung by popular singers Manali Chaturvedi and Bhaven Dhanak. Its music is composed by well-known music director duo of Kashi Kashyap and Richard Mithra.
The song seeks to reinvent the magic of the original blockbuster song from the 1998 superhit film “Desh Re Joya Dada Pardesh Joya”.
The film was directed by the veteran Govind Patel and had Hiten Kumar, Roma Manik and Arvind Trivedi in the lead roles. The music of the original song was composed by Arvind Barot. The film was the biggest grosser of that decade and is still one of the highest grossing Gujarati films of all time, the release said.
Manali, the lead singer in the video, is also a famous Gujarati rapper and folk singer. It has a short regional rap section by her along with the actors, making the song contemporary and it is expected to help it resonate better with today's youth and audience.
Govind Patel is also known as the "Manmohan Desai" of Gujarati cinema. Incidentally, his son Hareshbhai Patel is the producer of this 2021 music video.
Kanodia is a popular Gujarati actor and politician and had started his film career as a child artiste. He has acted in more than 100 Gujarati films till date.
Aarti Bhavsar is also a well known actress and model and has acted in many Gujarati films and music videos.
"This new music video, in which Hitu Kanodia plays an army officer returning home on a vacation, though, retains the original essence and charisma of the old song. A new contemporary look and feel is added to it in terms of exotic locales, dance steps, background dancers and music composition. The actors not only match the original song step-by-step but have also added their own distinctive touches to make it reverberate with the youth and the pulse of today. The music programming is by Akshath & Aryaman and its mixing and mastering is by Akash Dew," the release said.
The new video will be available on Ultra Gujarati YouTube Channel which has over 1.1 million subscribers.
Sushilkumar Kumar Agrawal CEO, Ultra Media & Entertainment Group, said, “We are extremely happy to partner with the past works of thespians like Hiten Kumar and Govind Patelji and recreate their timeless magic for the current generation. Govindji has immortalised several super hit Gujarati songs and Ultra will be recreating some of these unique hits amongst others soon. Our last music video 'Sajan Tara Sambharna', which was released recently, was an immense success and has garnered more than 8 lakh views till date.
"Ultra is majorly reforaying into music again and we will be presenting some new concept music videos across different genres in Gujarati, Marathi, Hindi, Punjabi and Bengali languages in the immediate future," he added.
Kanodia said, “The magic of the original song is unmatched and incomparable as it has been eternalised by the then great actors in their own inimitable style. I am confident that this song also will be a chartbuster hit of today, just as the original song was a rage in its days in the yesteryears. After all, Gujarati songs of the golden era are timeless gems of our culture and need to be passed on to Gen-Next.”