Bollywood heartthrobs and teen icons, Sidharth Malhotra and Kriti Sanon feature in a new dance music anthem, #ASIAM launched by American Swan, the leading online fashion brand. Sharing screen space for the first time, the two share a crackling chemistry in the video which isa true reflection of the trendy and youthful spirit of the brand. At the same time, the #ASIAM video also captures all the right elements that appeal most to the youth: catchy lyrics, foot-tappingbeats, scorching dance moves and tonnes of oozing style.  

Besides the lead pair, the video also boasts of other major Bollywood tie-ups. The song has been composed by Meet Bros Anjjan of ‘Baby Doll ‘fame and sung by Benny Dayal who’s belted out hits like ‘Badtameez Dil’. The “#ASIAM” soundtrack is equallycatchy and addictive as these chart-topping Bollywood numbers. The video has been directed and choreographed by the hugely popular Remo D’Souza who has come up with a “Signature Dance Step” that is bound to catch the attention of the youth.

Talking about the #ASIAM music anthem, Sidharth Malhotra said, “What excited me most was the interesting concept of the anthemthat American Swan came up with. It was great fun matching steps with Remo and of course, being paired with Kriti, who is a fabulous dancer herself.”

“This was a fun idea and also a clutter-breaking format that reflects the youthful attitude and styles that American Swan is known for. I thoroughly enjoyed the #ASIAM music video shoot with Sidharth who is naturally charming. The American Swan collection is young and trendy,” added Kriti Sanon.

The “#ASIAM”video will be launched on all social channels first and the teaser is already trending online.The campaign will soon be launched through TV and print as well. It aims to create deeper inroads in the consumer mindscape and make American Swan the natural choice when one thinks of cool fast fashion.