After getting John Abraham to do a book reading, sing live for the audience, launch a lie detector standee at cinema halls and bring back the LP discs that were a hit in the ’50s, the producers of Jhootha Hi Sahi, Saregama and Madhu Mantena, have now attempted to break the Limca Book of Records in a bid to do innovative promotion.
"Call Me Dil was selected after it got numerous requests from the listeners to play the song on air. This is the first time a Bollywood film track has been repeated 360 times on any radio channel in a single day across 15 cities in India. In fact, a team from the Limca Book of Records was present to monitor the airplay at the radio station," says Apurv Nagpal, MD, Saregama India Ltd.
The song has been written by Abbas Tyrewala and composed by Academy Award winner A R Rahman. An official from the radio station, on condition of anonymity, says, "The Limca record has been broken, however the official confirmation is yet to come."
"This is the first time that any radio station has played a specific song so many times. If it gets us an entry into the Limca Book of Records, it will be the icing on the cake," says Ashit Kukian, COO, Radio City 91.1 FM. "We believe this strategy to promote the soundtrack of a film will change the way music is promoted on the medium," Kukian adds.
Apart from Abraham, Jhootha Hi Sahi stars Pakhi, Raghu, Mansi Scott, Prashant Chawla and Omar. The movie hits theatres today and revolves around Abraham’s character, a compulsive liar, who gets into trouble because of his habit.