MUMBAI: Music streaming service- Hungama, in collaboration with Velvet Voices will soon launch a brand new initiative that will promote the Ghazal genre. Called 'IRSHAAD', the digital platform will be launched in association with one of India's most famous Ghazal voices- Pankaj Udhas.

The exclusive Ghazal platform will be available in an interactive digital environment as a 24-hour channel. Not only will it offer users an extensive playlist of Ghazals, but will also offer similar genres like Qawwali, Sufi and others.

Speaking on the new initiative, Pankaj Udhas said, "Ghazals is a genre that has not been promoted individually, the young talent in this genre must be brought out and celebrated, with this idea in mind we are launching our new property IRSHAAD across digital platforms of Hungama. Hungama has always been a leader in digital innovation. With this new innovation we hope that Ghazal aficionados and the youth not only enjoy their favourite music, but also get a glimpse of what goes behind bringing this music to life."

In a statement, Hungama Digital Media Entertainment CEO and MD, Neeraj Roy said, "It has been a pleasure working with Pankajji. The enthusiasm with which he has embraced the digital world and his innovative ideas to promote talent, especially young talent, has been exemplary. Our partnership, IRSHAAD, is another step in the same direction."

IRSHAAD will aim to capture the origin of Ghazals in different places, the history of the genre and stories behind some of the songs. Additionally, it will also offer playlists, lyrics, audio streaming, interviews, poetry, live streaming and more, across social media, YouTube, Apps, DTH and responsive sites.