Kareena Kapoor
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Kareena Kapoor's #MeraNaamMary a hit!

Kareena Kapoor

By HT
 

Mumbai, July 15 -- Actor Kareena Kapoor Khan has become quite a sensation after her foot-tapping number #MeraNaamMary, from the film Brothers, hit the charts.

Kareena sizzles in the video of the song, which is composed by director-composer duo Ajay-Atul and written by Amitabh Bhattacharya.

Singer Chinmayi Sripada has sung the number, while Ganesh Acharya has choreographed it. Besides Kareena's sizzling screen presence, what also helped the song go viral was its novelty, and an aggressive marketing startegy employed by Sony Music.

Enough buzz was created about the song when a teaser was unveiled three days prior to the release of the entire track. "Sony Music has created musical milestones with every film, and this is another one for us.

From print media campaigns, to digital and social promotions, we left no stone unturned to get the song out there. We were sure that listeners would come back for more once they heard it," says Sanujeet Bhujabal, marketing director, Sony Music, India.

Interestingly, for the first time, a music label has also explored pre-sampling of audio and video teasers that worked well for the song.