De Ghuma Ke

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"De Ghumaa Ke (दे घुमा के)"
Deghumake.jpg
Album cover for "De Ghumake" released by Universal Music
Song by Shankar–Ehsaan–Loy from the album De Ghuma Ke[1]
Released December 31, 2010
Format Digital download
Recorded 2010
Genre World, rock, hip hop
Length 3:56
Label Universal
Writer(s) Shankar–Ehsaan–Loy, Manoj Yadav (lyrics)
Language Hindi, Bengali and Sinhalese

De Ghumaa Ke (Hindi: दे घुमा के, English: Swing It Hard), is a song composed by the trio of Shankar–Ehsaan–Loy (Shankar Mahadevan, Ehsaan Noorani and Loy Mendonsa) and has been sung by Shankar Mahadevan and Divya Kumar. It is the official song for the 2011 Cricket World Cup. It was released worldwide on 31 December 2010. The song has three different versions in Hindi, Bengali and Sinhalese, as Bangladesh, India and Sri Lanka co-hosted the event.[2][3] The Bengali version, "Jitbe Ebar Jitbe" (Bengali: জিতবে এবার জিতবে) of the song has been sung by Raghab Chatterjee and Sinhalese version, "Sinha Udane" (Sinhalese: සිංහ උදානේ) by Ranidu Lankage.[4] The song has been marketed and managed by Ogilvy and Mather.

Background and composition[edit]

"De Ghumaa Ke" literally means "Swing It Hard". The song's lyrics were written by Manoj Yadav.[5]

"We were looking at various ideas to determine what direction we can take because we wanted to make a fun song, a dhamaal song on which people can dance, they can sing and we wanted to use more of a colloquial term, which was an idea that came in late. Initially, we were looking at a regular dance song and by chance we coined this phrase De Ghuma Ke. Everyone got excited and said why not make a song around the phrase," said Shankar.[6]

The song uses Hindi colloquialisms like aare paare ("this way or that") and juta hausla badla faisla ("buck up and change the game"), and has a rousing quality. It incorporates an array of Indian rhythms, as well as elements of rock and hip-hop. The song, according to the composers, avoids both the cliches of patriotism and run-of-the-mill Bollywood beats for a “fun and funky tune” with a “folksy feel and a hint of rustic Punjabi”.[7]

Each member has brought in the song his own unique talent and experience, combining the Carnatic and Hindustani vocal tradition, Western rock, fusion and synthesiser techniques.[8]

Reception[edit]

There was a lot of buzz about the song before it was released. Within two days of its release, it received nearly 7,000 hits on YouTube.[9] In the next 30 days, over 0.5 million people listened to the song on YouTube.[10]

The song became quite popular among youths and cricket enthusiasts within days of its release.[11]

References[edit]

  1. ^ ICC. Archived July 24, 2011, at the Wayback Machine. Retrieved on 8 Feb, 2010.
  2. ^ Shankar-Ehsaan-Loy score a hit with World Cup song Archived January 6, 2011, at the Wayback Machine. Hindustan Times. Retrieved on 9 January 2011.
  3. ^ De ghuma ke... Countdown to World Cup begins today Indian Express. Retrieved on 9 January 2011.
  4. ^ Universal Music to release official ICC CWC 2011 album. ICC. Archived July 24, 2011, at the Wayback Machine. Retrieved on 8 Feb, 2010.
  5. ^ Lyrics and Video of De Ghuma Ke - ICC Cricket Worldcup 2011 Official Song Archived February 27, 2011, at the Wayback Machine.
  6. ^ Shankar-Ehsaan-Loy to compose official ICC CWC 2011 song. Archived April 6, 2012, at the Wayback Machine. ICC. Retrieved on 9 January 2011.
  7. ^ "De ghuma ke... Countdown to World Cup begins today". Indian Express. Retrieved on 9 January 2011.
  8. ^ "ICC CWC 2011 song composers explain the inspiration behind De Ghumaa Ke". Archived January 11, 2011, at the Wayback Machine. ICC. Retrieved on 9 January 2011.
  9. ^ ICC World Cup 2011 Song ‘De Ghuma Ke’ Getting Amazing Responses Archived January 7, 2011, at the Wayback Machine. Retrieved on 10 January 2010.
  10. ^ YouTube - icc world cup 2011 official song official
  11. ^ In De Ghuma Ke, Shankar-Ehsaan-Loy score a hit with World Cup song Archived July 14, 2011, at the Wayback Machine. NDTV Movies. Retrieved on 10 January 2010.