| The colour of success |
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Rang De Basanti promo show – a huge success, writes Vimla Patil.
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There are literally thousands of ways to market a product – and Bollywood is learning them with a spirit of adventure and energy. The recent promo-show of the UTV-Rakesh Mehra film, Rang De Basanti , was an outstanding example of a unique marketing effort.
The show will make sure that the film, when released on January 20, 2006, will be an instant and huge hit. The film’s producers teamed up with Provogue, the ‘young fashion’ house that has designed a collection clothes inspired by all the stars in the film including Aamir Khan, to rev up action in the city of Mumbai.
Around Christmas time, Provogue, UTV-Rakesh Mehra and Zee TV joined forces to create an event the like of which has not been seen even in glamour-fatigued Mumbai. In the state-of-the-art atrium of Crossroads, the celebrity shopping mall, a catwalk-stage was built to showcase the entire fall winter collection of funky clothes, which Provogue will market in the coming months.
Most of the styles seen on the ramp at this show mirrored the clothes worn by the stars of Rang De Basanti . “The story of the film merits such adventurous, youthful styles,” says Rakeysh adding, “Aamir has experimented with his looks specially for this film.
“After Lagaan and Mangal Pandey , he has proved that he can change his hairstyle and look for every role and fit the character perfectly. For Rang De Basanti , he is the leader of a Delhi brat pack that believes in leading the good life, full of masti and merriment.
The story involves Sue, an idealistic English woman who comes to India to make a film on Indian revolutionaries like Bhagat Singh and Chandrashekhar Azad to show the world their contribution to India’s struggle for Independence.
Short of funds to make the film, she hires five students of Delhi University led by Aamir Khan who is a DJ, to work for the film. These five students represent today’s youth in India – self-centred and completely materialistic in their attitudes. Patriotism and working for their nation are the farthest among their goals. Each of the characters shows a trend among the youth of India today. But the film shows how working in Sue’s film, they gradually change their own perspective and understand the indomitable spirit of the freedom fighters.”
The film is eagerly awaited not only because Aamir Khan is in the news for his recent marriage with Kiran Rao, but also because its music, by A R Rahman, which is already a hit.
At the Provogue Promo show, Daler Mehendi sang the theme song and a newcomer – being specially promoted by A R Rahman – sang the famous Pathshala track from the film. Ganesh Acharya, the choreographer of the film, presented his dance troupe, performing the hit dance number done by Aamir.
Aamir is also in the news because he was reportedly paid a whopping sum of seven crore for this film. He is under contract to participate in all promotional activities designed to attract crowds to the film, which is why he was present at the Provogue Promo just a week before his marriage.
The other actors in Aamir’s team are Siddharth, Kunal Kapoor, Sharman Joshi, Atul Kulkarni and Soha Ali Khan.
The theme of Rang De Basanti is so youthful, that Provogue was inspired to create its fall winter designs inspired by the clothes worn by all stars.
The dazzling fashion show of club-wear, sportswear, party-wear and casuals from the house of Provogue was choreographed by Aparna-Tanya and featured top models Niketan Madhok, Zulfikar Sayed, Deepika Padukone, Tapur and Tupur, Aditya Bal, Dipannita, Sanya Sheikh and Sahil Shroff. Provogue also presented its special Rang De Basanti merchandise and footwear for men and women at the show.
The evening ended on a resounding note with the rocking audience and the huge media crowd screaming for Aamir to ‘do a jig’ and walk the ramp.
When Aamir obliged, he was greeted with ear-splitting whistles and cheering.
http://www.deccanherald.com/deccanherald/jan82006/enter133815200617.asp
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