Lagan Laagi Re Reprise is the result of viewers' exuberant response to the female version sung by Shreya Ghoshal and Kavita Seth. It was the last line sung by the composer Amit Trivedi himself that made viewer’s go crazy and demand for his own version of the song (In AT’s voice). The comment section was filled with praises as well as requests for male version. This wouldn’t have gone unnoticed by the AT Azaad social media team who decided to quickly grab this opportunity and request Amit to make the most of it by agreeing to produce Lagan Laagi Re Reprise as an answer to the fan requests.
Our task was to plan, execute and launch the music video within 3 days of briefing. This was a short timeline to create a strong music video and social media launch plan.
So, with this new brief we had following tasks ahead:
- Video Concept
- Video Shoot Execution
- Social Media Promotional Strategy
To add to the crunched timelines, shooting the song outdoors was prohibited due to the lockdown and so the shoot had to be done in an atmosphere which was controlled.
Since we had a time crunch, we thought why not go minimalist with a simple idea of showing how a person would reminisce about his love interest when she is not around. This idea blended so well with the song and to add to it, we got the man himself, Amit Trivedi to play the role. The concept was fleshed out in complete detail by breaking down the song in terms of lyrics and timestamps along with visual references, props, moodboard et al. Once the complete overview of the video was planned, thinking of social media promotion was the next task. The video was all set to release on 23rd April, 2021 with its social media promotions commencing on 17th April, 2021.
