Rahman's 'Humma humma' recreated with kitchen appliances

May 28, 2014 IANS

New Delhi, May 28 (IANS) In a unique twist, A.R. Rahman's popular track "Humma humma" from the 1995 film "Bombay" has been recreated using a range of kitchen appliances for an marketing campaign.

As part of electronic brand Havell's marketing campaign 'Respect for Women', Culture Machine has created a bricolage song along with artist Vasudha Sharma and percussionist Sarthak Mudgal. Culture Machine is a platform that offers digital video entertainment for the internet generation.

The duo has created a unique blend of the classic hit and mixed it with the beats from the appliances, courtesy Havells.

"We found that content featuring popular Youtubers doing songs using everyday appliances was a format that resonated very well with the target audience, leading us to create that with our network's talent," Sameer Pitalwalla, co-founder, Culture Machine, said in a statement.

The idea was to spread awareness that a women's place is not in the kitchen alone, but it is wherever she wants to be and she could do whatever she wishes to.