Sony Music has bagged the music rights of A.R. Rahman's next Tamil project Vinnaithaandi Varuvaaya. The music was launched earlier this week at the Bafta Awards with much fanfare.

Sony Music also intends to make Vinnaithaandi Varuvaaya a crossover album since the madras maestro is a universal brand and his music has the power to transcend language and regional barriers. They will market the song videos to all leading music channels – Tamil and national – as A.R. Rahman has a universal reach.

Apart from marketing the songs on the radio and Web, Sony Music also has a lot of on-ground and retail level innovations planned in the form of road shows, special contests with instant gratifications, meet-and-greet with the cast and crew, etc.

On the digital and mobile front, lots of innovations have been planned including the iPhone application – which will be a global first for Sony Music India, the authorities confirmed.

The music label has also bagged Rahman's next regional project – Telugu blockbuster Puli – one of the most-awaited movies of the year in Tollywood starring Pawan Kalyan, Nikisha Patel and Manoj Bajpai and directed by S.J. Suryah.

Widening its regional portfolio, Sony would also release the music of Rajinikanth starrer Sivaji – The Boss in Hindi.