Bejoy Nambiar, who directed the music video 'Aarachar' which features actress Aditi Rao Hydari, says the clip has a "fire starter quality" to it.

"It's got the fire starter quality to it. I deliberately wanted to get out of a narrative based approach and try and do something completely different in the treatment. The style and the grandness was planned to give the video a wider appeal," Nambiar said in a statement.

The video was made for Kerala-based band Thaikkudam Bridge. It is a war cry disguised as political satire featuring Aditi as a Goth princess.

The music video was launched on Tuesday at The Hive here and saw the presence of Bollywood celebrities like Sona Mohapatra, Ram Sampath, Freddy Daruwala and Mohit Raina along with Aditi, Nambiar and Thaikkudam Bridge.