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HindustanTimes Sat,20 Sep 2014

Ek Chidiya, Anek Chidiya in Shuddh Desi Romance

Shalvi Mangaokar, Hindustan Times  Mumbai, June 20, 2013
First Published: 10:05 IST(20/6/2013) | Last Updated: 10:24 IST(20/6/2013)

Yash Raj Films’ (YRF) next, starring Sushant Singh Rajput and Parineeti Chopra, has a unique title — Shuddh Desi Romance (SDR). And to market the film, which is directed by Maneesh Sharma, the makers have come up with a unique strategy as well.

A source close to the production house reveals, “The unusual title has created a lot of buzz among cinema-goers. This time around, YRF will be releasing their first digital teaser promo before the theatrical trailer. They’ve never done this before and are looking forward to it. The film has a fresh theme and feel to it.”

YRF is known to market its films aggressively and with innovative approaches. For their last release, Aurangzeb, they even held a mock press conference where Arjun Kapoor interviewed himself, as he has a double role in the film.

And we’re also informed that the soundtrack used for SDR’s trailer will feature a pleasant surprise. “The digital teaser will have an old track called Ek Chidiya, Anek Chidiya. This ditty is one of the most iconic songs from the ’70s, which would often play on the television channel Doordarshan,” says the source.


Ask why they plan on using this particular tune and the source says, “The track encompasses the real spirit of the film, which is set in the hinterland of India. In the trailer, it is picturised on a montage of Sushant and Parineeti. The song gives a hilarious take to the scene.”  The film also stars newcomer Vaani Kapoor.

Behind the tune
Ek Chidiya, Anek Chidiya was produced by the Films Division of India (of the Ministry of Information and Broadcasting) in 1974. The animated short film is also known as Ek Anek Ekta. The song metaphorically describes the different regions of India and teaches children to be tolerant. 

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