MUMBAI: Yeh Dosti hum nahin todenge, 
todenge dum magar Tere saath na chodenge   

Universal Music Group for Brands India is hoping this iconic song picturised on Dharmendra and Amitabh Bachchan  from the classic Sholay still holds some pull on audiences 50 years from the time it was released on cinema screens and is celebrated as one of the most perfect pieces of film making  emerging from India. 

The company  has struck an exclusive partnership with Sholay Media Entertainment to manage all brand collaborations for the iconic film's 50th anniversary in 2025, according to Preeti S Nayyar SVP &  business head for India and South Asia.

The landmark 1975 film, widely regarded as a defining masterpiece of Indian cinema, continues to hold significant cultural influence across generations. With its memorable dialogues, characters, and music, Sholay has maintained its position as a touchstone in India's collective memory.

"The milestone presents a unique opportunity for brands to align with this iconic film," noted Nayyar, "leveraging its cultural and emotional impact to create meaningful connections for consumers and fans."
Interested companies can access licensing opportunities for the film's music, iconic dialogues, legendary characters, and unforgettable moments through UMG for Brands India. The partnership aims to help brands evoke nostalgia, drive engagement, and build pop culture connections.

Brands looking to honour Sholay's enduring legacy are encouraged to contact UMG for Brands India directly to explore collaboration opportunities
 For after all as the song goes: 
Arre, meri jeet teri jeet
Teri haar meri haar, sun, ae mere yaar
Tera gham mera gham
Meri jaan teri jaan, aisa apna pyaar
Jaan pe bhi khelenge
Tere liye le lenge...
Jaan pe bhi khelenge
Tere liye le lenge sab se dushmani
Yeh dosti hum nahin todenge
Todenge dum, magar tera saath na chhodenge.

So be it!