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Bollywood’s Method Of Safe Play: Using Old Songs To Promote New Movies

Recently, the name of the Nightingale of India, LataMangeshkar came into sight all over the internet even though the Queen of Melody has not released any new music, but rather because her family is outraged due to Karan Johar using her iconic Song KabhiKhushiKabhieGham in his recently released short film Lust Stories.

The song, originally from Johar’s 2001 Movie of the same name, is widely revered as a bhajan-like rendition, regarded as an anthem for the values and virtues of a typical Indian joint family. However, in his recent short film, the song has been used in glaringly contrasting situation- in the background of a scene where a newly married housewife finds her sexual desires fulfilled at her own hand. The family of LataMangeshkar is seriously angered by this supposed degradation of this much revered song, even though, according to them, they have intentionally kept this knowledge away from the singer herself. Hence her reaction on this whole fiasco remains unknown.

However, this is not a new phenomenon by any means in Bollywood- using old songs to promote new work, that is. Remixing old songs, or as they are referred to as “remakes” nowadays, and pasting them right into the album of a new movie has become a recurrent trick that Bollywood has started to use way too frequently now. So frequently that even laymen are starting to wonder if music directors in Bollywood are running out of creativity to produce something fresh, new and appealing. It’s hard to pin point how and when this particular trend started because Bollywood has always been fond of remixes. But we obviously remember the recent rage surrounding Madhuri’s famous “Ek do teen” being used in Baaghi 2, don’t we?

Songs like Koi Fariyaad, Aeise Na Mujhe Tum Dekho and Pal PalDilKePaas are only a few among the long list of the old melodies that got remade. The trend since then has shown no signs of slowing down with more and more remixes being shoved down the audience’s eardrums. Save a few remixes like Sukhbir’sIshqTeraTadpave for Hindi Medium, or TammaTamma Again for Badrinath Ki Dulhaniya, most of the remixes have failed to extract much positive reaction from the listeners. Yet, new movies keep using old songs and these seem to be a very effective tool to promote their project!In this regard will would be a better example than featuring Sunny Leone in Laila Main Laila,for SRKs Raees?

Well, we all agree that the song Kaala Chasma only gained wide popularity after Katrina danced to it in Baar Baar Dekho! The reason why this trend has gained so much momentum in the industry is perhaps due to a few different reasons that include the overbearing hold of movie producers over the music of a movie and the tendency of safe-playing in Bollywood. Rather than dealing with the uncertainty of reception of new melodies, it is easier to rely on the already-there appeal of old songs- just throw in some EDM beats and your “remix” is ready. Old songs, that are time tested in their popularity, make up a very cozy comfort zone and God knows Bollywood loves comfort. But too much of anything ruins the charm. Guess it is time for Bollywood to stop overusing the old songs now, isn’t it?

The post Bollywood’s Method Of Safe Play: Using Old Songs To Promote New Movies appeared first on HotFridayTalks.



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