partners YRF to release a new version of the Dhoom Anthem on Xmas eve

unnamedIndia’s trusted online jeweler, known for providing contemporary & chic jewellery for the urban Indian women, partnered with Yash Raj Films’ to release a tub-thumping new version of the iconic Dhoom Machaale anthem song by the talented actor, singer, dancer, theatre producer – Saba Azad. is always looking for the right opportunities to reach out to the urban women of today. Saba Azad represents the multi-faceted new age Indian woman who can rock whatever she chooses to take on. The video uses jewelry from to style Saba and her troop of international dancers and has been hand-picked keeping in mind the mood& tone of the song and video.


Calvin John, Vice President, Offline Marketing, says, “We are constantly seeking innovative opportunities of integrating seamlessly within content, that has wide reach across TV & Digital mediums, is engaging and has immense potential of being viral. The Dhoom Anthem provides us with that innovative window of showcasing the brand seamlessly within the song.This association with YRF gives us an opportunity to showcase what has to offer for urban Indian women – Chic Jewellery along with its pioneering new way to shop – ‘Try at Home’, apart from leveraging its most successful movie franchise.”


Ashish Patil, Vice President, Yash Raj Films adds, “At YRF, we’ve always believed in going beyond the brief with our brand partners to create high impact quality content that connects with audiences and adds value back to the brand. We’re quite excited about this crunchy new version of the iconic Dhoom anthem by one of our most talented artistes, Saba Azad. And it’s a pleasure to partner with as both the brand & their products are a magic fit for this kick-ass new video. It’s sure to machao some serious Dhoom!”


The DhoomAnthemby Saba premieres exclusively on YRF’s YouTube channel on Tuesday, Dec 24thensuring that everyone has a really Merry Xmas!