The recently released track, ‘Biba,’ a collaboration by electronic dance music DJ-producer Marshmello and Bollywood’s most sought after music-composer Pritam, released an exciting music video on Valentine’s Day. The video saw over four million views in 48 hours of its release.
The music video has been given a Bollywood-esque treatment and look from the house of Dharma Productions and ‘Student of the Year 2’ director, Punit Malhotra. The video features Shah Rukh Khan.
‘Biba’ received over a million plays in a week on JioSaavn from the day of release and a near three million views on YouTube for the lyric video. The uplifting, romantic track combines the pure emotion and joy of Bollywood with Marshmello’s world-class contemporary production that fills stadiums and festival-grounds around the world. Both Facebook and Snapchat have created a lens for the track allowing for fans to rock Marshmello helmets from the week of release with ‘Biba’ playing in the background. The track also features Indo-Kiwi artist and Youtube phenomenon Shirley Setia who sings a verse along with singers, Pardeep Singh Sran and Dev Negi.
Aligned with the very Bollywood-esque feel of the track, the music video for the track shows Marshmello on a Hindi-film set, working behind-the-camera while fantasizing about life in front of the camera as a movie star. He is occupied by his pursuit of ‘Lady Marshmello’. The video follows his daydream of wooing Lady Marshmello through some of the most iconic scenes in Hindi cinema including ‘Dilwale Dulhania Le Jayenge’, ‘Devdas’, ‘Kuch Kuch Hota Hai’ and ‘Dil Se’. All the blockbuster films have one thing in common: Shah Rukh was the main-lead and his performances in each of them have left their mark on cine-goers across the country.
Speaking about the video, Khan said, “This was a fun project to be apart of. Biba is a catchy, romantic song and the video does a good job of reflecting the light-hearted charm of the track with its distinct multi-cultural elements. I thought it was absolutely hilarious, and I think people are really going to love watching the video on repeat.”
Malhotra commented, saying, “When we started shooting the music video we had a clear vision of the story we wanted to tell. It was imperative we gave justice to both, the song and the visuals. Marshmello is a super fun artist and collaborating with him has been a great experience. The song he’s created with Pritam is such an upbeat song that kept the whole set grooving throughout. It felt like one big Bollywood themed party. He really enjoys and embraces Bollywood so re-creating some of the iconic scenes was so much fun. Shah Rukh sir joined the party and that made it even more special. I am glad I got to direct this with my Dharma 2.0 team. It was the cherry on top of an already amazing cake.”
Gaurav Sharma, Chief Operating Officer, JioSaavn, said of video, “Biba’s music video is something we have all been so excited to share with the world. This is Marshmello officially entering our Bollywood universe, and we wanted to do it through the scenes that changed our lives and the lives of billions of Bollywood fans around the world. Punit was an absolute powerhouse. His work ethic, creative vision and aesthetic made something truly unique. With Biba, we created a new medium. We loved working with Punit and his entire team!
“SRK did this for the love of the culture and the significance of the moment. JioSaavn & Represent have always had a great relationship with SRK’s team, but we never expected Shah Rukh to be willing do this much for us. We’re truly humbled to have Shah Rukh Khan be part of Biba and this moment.” Sharma added speaking about Khan’s cameo.