31 July,2016 10:00 AM IST | | Kasmin Fernandes
Songs created specially for a film's promotion are moving beyond just being mere marketing tools, they are serving as a great platform to promote the film and reach out to the audience
Promotional party number Kaala Chashma (Baar Baar Dekho) was released before the film'u00c3u0082u00c2u0099s trailer on Bollywood mobile app Flickbay
If your social media feed suddenly has a bunch of stars - and average Joes - posing in thick black sunglasses, don't be alarmed. They are showing support for the promo song Kaala Chashma - for upcoming film 'Baar Baar Dekho' - which crossed five million hits on Youtube within a day of its release on July 27. Meanwhile, viewers are posting Dubsmash videos with the hashtag #KaalaChashma. The song is a recreation of Amar Arshi's retro Punjabi hit, 'Tenu Kala Chasma Jachda Hai'.
Black is back: Promotional party number Kaala Chashma (Baar Baar Dekho) was released before the film's trailer on Bollywood mobile app Flickbay
Rules are out
The promotional song is becoming a regular feature in Hindi cinema, and as it becomes an entity makers can't ignore, the rules are changing quickly as well. So, while the general tendency in Bollywood is to release the trailer first, this party song was out even before the trailer of the Katrina Kaif and Sidharth Malhotra-starrer on a special date. A week ago, co-producer Ritesh Sidhwani tweeted: âHere we go #KalaChashma from #BaarBaarDekho song out on 27/07 & film on 09/09'. Numerical synchronicity or marketing idea, it seems to have worked.
Make a noise: Aamir Khan rapped in a promo video for Dangal that introduces two of the characters
Another first of sorts in Bollywood music was releasing this hip-hop number exclusively on a mobile app instead of the usual channels. Says co-producer Farhan Akhtar, "The digital world has revolutionised the grammar of experiencing content. Also, it serves as a great platform for us to promote our films, and what better way to reach out to our audiences, than via an app which serves the purpose just right. Hence the decision to launch Kala Chashma on Flickbay exclusively."
Make some noise: Mika Singh snaps a selfie with Diana Penty during the shoot of Gabru Ready To Mingle Hai, a promo song for the film, Happy Bhag Jayegi
Singers in the spotlight
Up until now, A-list stars were the only ones the aam aadmi associated with a film before its release. With crooners like Badshah, Yo Yo Honey Singh, Meet Brothers and Mika Singh featuring alongside stars in promo videos, they are no longer faceless entities restricted to âplayback' in the studio. In fact, filmmakers believe their presence brings more value to the video. Mika Singh has just shot a peppy promotional track, Gabru Ready To Mingle Hai, with Happy Bhag Jayegi's leading lady Diana Penty. The film's director Mudassar Aziz, who has also written all the songs in the film, says, "Inspiration for everything on this film has always been this mad character, Happy. You can counterpoint somebody like that only with a huge personality in the male voice, especially if he has to feature in the video. So, Mika was the apt choice." Jubin Nautiyal who has sung three songs for Hrithik Roshan-starrer Kaabil, says "These are good times and the industry is opening up to new ideas of promoting and new work is being generated."
Role reversal
While rappers and music composers are featuring prominently in videos, promo songs are bringing a shift in perception when it comes to actors, they are taking the mike. Salman Khan will reunite with Ek Tha Tiger and Bajrangi Bhaijaan director Kabir Khan for a âspecial role' in Tubelight, and will reportedly sing a special promotional song for the film. Even his latest film Sultan had a special promo with dialogues that fans lapped up. Meanwhile, Aamir Khan is doing a promotional song to introduce his two girls from Dangal. The actor reportedly underwent two weeks of training for his rapping section in the number, and even sports kohled eyes, earrings and the accessories we have come to associate with rappers abroad. This is the second time he is taking the mike for a promo song. His previous brush happened with I Hate You Like I Love You for Delhi Belly. Aamir is reportedly featuring in this soon-to-release gaana because of Salman's Sultan. Irrespective of the motive, fans of both actors are in for a treat. Says advertising copywriter Mike Desey who happens to be a fan of both, Salman and Aamir. "I look forward to promo songs. There is something special about hearing your favourite actor behind the mike instead of watching a lip-synced video."
