Looks like Salman Khan is the go-to man for all things promotional. Bollywood’s newest ‘sanskari’ Prem is now lending a helping hand to even Prime Minister Modi: A six-minute video of the PM, directed by Central Board of Film Certification chief Pahlaj Nihalani, was released on YouTube on November 10, and it is being played during the interval of Salman’s Sooraj Barjatya-directed film, Prem Ratan Dhan Payo in cinemas across the country.
Cineplex chains PVR and INOX are playing the video during the interval, Scroll reported on Thursday.
The CBFC chief told Catch News, “The song doesn’t glorify anybody except the nation. It says ‘Bharat ko Swachh banana hai, Jo Sapna dekha Bapu, Modi ne, Usse mil-jul kar Humein Sach kar Dikhana Hai’. So it talks about how we all should come together and work towards the betterment of the nation.” He added that the song is part of a film he is making. He claimed that the film is slated to release in February 2016.
The promotional blitz, however, seems to have boomeranged on the producers. Reacting to the video being played during interval at various movie theatres, Twitter went crazy criticising the move:
Film critic Mayank Shekhar tweeted, “The scintillating Modi film, by Pahlaj Nihalani, playing in all Indian theatres along w/ Prem Ratan... Must watch http://www.youtube.com/watch?v=bP-l_JY2Vng&sns=tw …Has anyone seen the Modi film made by Pahlaj Nihalani playing in theatres along w/ Prem Ratan... You’ve to see it to believe how tacky it is”
Has anyone seen the Modi film made by Pahlaj Nihalani playing in theatres along w/ Prem Ratan... You've to see it to believe how tacky it is— Mayank Shekhar (@mayankw14) November 12, 2015
The scintillating Modi film, by Pahlaj Nihalani, playing in all Indian theatres along w/ Prem Ratan... Must watch https://t.co/5tbOpYZ3a0— Mayank Shekhar (@mayankw14) November 12, 2015
Saw this horrendous ad film for Modi ji by Pahlaj Nihalani in the interval of Prem Ratan.. . embarrassed and shocked. Please remove it #BJP— paramjit singh (@paramjeitmarwah) November 13, 2015
How & why is this Modi film, by Pahlaj Nihalani playing in all Indian theatres ?Really? Bapu??? Stinks of narcissism https://t.co/NHEAm2DAjo— preeti kamani (@preeti_kamani) November 12, 2015
PM Narendra Modi's commitment & delivery to Nation | Thank you song | Dedicated by Pahlaj Nihalani https://t.co/N5ubwWDDjx— Santosh (@skmore76) November 13, 2015
Pahlaj Nihalani's 'Thank You' video for PM Modi https://t.co/fPzIvONvXe— Rakesh Dwivedi (@iRakeshDwivedi) November 13, 2015