Hinglish rules the ‘title’ track
Bollywood movies are adopting Hinglish titles with the hope to attract a younger and wider audience.bollywood Updated: May 21, 2011 01:59 IST
If you are one of those who judge a book by its cover, you could not have missed the unconventional titles of Bollywood movies that have been releasing of late. A slew of movies are being titled with a colloquial wordplay, and a generous doze of Hinglish. Whether it is Kucch Luv Jaisaa, Bhindi Baazaar Inc, Always Kabhi Kabhi, Mere Brother Ki Dulhan or Short Term Shaadi — over 30 films have been named in Hinglish this year.
This trend is a new gimmick to attract audiences and generate curiosity. Moreover, the trend reflects a change in the sensibilities of the audiences. “Just like the movies, the titles also reflect the socio-economic revolution, and the gradual change that reflects the audiences’ sensibility. People are bored of old titles and it’s a formula cycle that is coming back in its new form,” says trade analyst Joginder Tuteja. “The current generation easily identifies with such titles . These titles are fresh. Like the ‘Inc’ in our title has a new generation appeal, and a Hinglish tinge helps in getting an additional footfall,” adds Ankush Bhatt, director of Bhindi Bazaar Inc.
Filmmaker Madhur Bhandarkar says, “The title is the first reflection of what a film is all about. In school days, we used to emphasise more on writing the headlines of essays or letters because we knew that the teacher would read them with inquisitiveness only if the heading was good. That is what we keep in mind while making movies.”
Trade analyst Taran Adarsh echoes the same. “A good title definitely draws attention, both pre-release and post-release. You should also keep in mind that you are not just catering to Indian audiences alone, but also to global audiences and the diaspora. Such titles are easily identifiable whether it is in Hindi, English or Hinglish,” he says.
Barnali Shukla, director of Kucch Luv Jaisaa, however, says, “There is no specific reason about the title being in Hinglish. I believe we all now think in Hinglish. And that’s how we felt it expressed it best.” Tuteja also mentions that though these titles attract audiences’ attention, the success of the movie depends on its content. He adds that Hinglish title is not a trend that has been discovered lately, but an old gimmick, which has been tweaked up for the present.
Upcoming movies with Hinglish titles
Me Mamu & 7
Kucch Luv Jaisaa
Bhindi Baazaar Inc
Always Kabhi Kabhi
Bheja Fry 2
Chitkabrey — Shades of Grey
Mujhse Fraaandship Karoge
Mere Brother Ki Dulhan
Short Term Shaadi
Gangs Of Wasseypur
Ladies v/s Ricky Bahl
Once Upon A Time In Mumbaai 2
Ek Tha Tiger